FOTW are a Response-Driven Creative Agency and we have worked in the gambling industry for over 10 years. We have seen the sector change and have overcome challenges in how we communicate a socially responsible creative to one of our most popular online bookmakers’ customers. We have tried and tested compliance knowledge and our team of professionals have the formula to get adverts delivered on time and to the right standard. So here are our 5 quick-fire tips for TV gambling compliance…
1. Northern Ireland rules
If you are advertising in Northern Ireland, know the rules! Northern Ireland regulation states that for consumers to get any kind of prize or cash winnings in gaming, it must be completely free to enter – meaning ‘no deposits required’
2. Keep your concept responsible!
Don’t show anti-social behaviour or a behaviour that could lead to financial, social or emotional harm. This includes showing gambling to solve financial or personal problems
3. Don’t be too text heavy
With gambling TV ads there is usually a lot of legal text (supers) required, meaning you should avoid too much on screen text to make sure your ad passes Clearcast’s legal timings
4. Not in the workplace
It is important that gambling activities are not seen in a working environment, as this appears to condone excessive or uncontrollable habits
5. Check your talent!
Make sure that anyone who is featured in the ad is over the age of 25 and looks over this age too! We would aim for actors to look at least over 30 years old to pass compliance
Betting and Gaming brands can very quickly reap the rewards of generating new customers with the right advertising campaign – one that creatively cuts-through whilst crucially following gambling regulations. Stay tuned for more content around the Betting and Gaming sector, and if you haven’t already – have a read of our Non-Exec Rob Painter’s post around ‘Betting on the Results’.
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If you fancy a chat about what we do, give us a call on 01582 881144 or drop us an email firstname.lastname@example.org. We’d love to hear from you!