|Ladbrokes, the British bookmaker and online gambling giant has become the first company to take advantage of the relaxed UK advertising laws regarding gambling.|
Following the Gambling Act 2005 which came into effect on September 1, online gaming companies may advertise in the UK provided they satisfy a number of strict criteria such as the location where their license is held, the protection of children and social responsibility.
The advertisements themselves also need to comply with certain very strict rules. For example, they may not use sexual innuendos such as models in bikinis nor may they make any reference to the fact that players can gamble and win money or that players can receive a bonus if they deposit money at a gambling site.
Ladbrokes’ new television advertising campaign is targeted at casual gamblers between the ages of 18 to 34, as this is the market that occasionally bets on the outcome of soccer matches. It would seem, then, that Ladbrokes is spending its money here rather than on its more traditional punters who bet on horses and visit betting shops.
The advert itself features veteran television presenter and former soccer professional Jimmy Hill alongside a number of popular ex-footballers including Arsenal’s Lee Dixon and Ian Wright with Glasgow Rangers’ Alistair ‘Ally’ McCoist and the strap line of ‘Everyone's got an opinion, what's yours worth?’.
Betfair also debuted their TV advertising campaign later on Tuesday night, in a more low key affair during the Champion’s League football highlights. Other companies such as William Hill are expected to follow with their own adverts soon.