The UK Gambling Act that came into effect on September 1, allows online gaming companies to advertise in the UK if they meet such criteria as the location where their license is held, the protection of children and social responsibility. Besides, while advertising the gaming sites should follow some rules as well. E.g. “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, the British bookmaker and online gambling giant, turned out to be the first to advertise. The target audience of their campaign is occasional gamblers between the ages of 18 to 34. They are known to bet occasionally on the outcome of soccer matches. The ad features Jimmy Hill, veteran television presenter and former soccer professional, Arsenal’s Lee Dixon and Ian Wright with Glasgow Rangers’ Alistair ‘Ally’ McCoist, all popular ex-footballers, and the strap line of ‘Everyone’s got an opinion, what’s yours worth?’.
Betfair appeared to be the second to present their advertising campaign. William Hill and other online gaming companies will follow with their own adverts.