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Hegemonic Enterprises doubt whether Sky Sports crack down on gambling adverts will have mean-ingful effect.

As parliament faces fresh calls to ban gambling adverts on TV before the 9pm watershed, Sky Sports have announced a crack down on such ads – but Leeds-based Hegemonic Enterprises are unsure whether this will have any significant effect.

While Hegemonic praise Sky for trying to tackle the issue of normalising and socialised gambling in the UK, they believe that efforts should be focused on addressing the issue in online advertising – as that’s where this demographic are most active:

“We think that a blanket ban on TV misses the point, especially given the fact that from the research we’ve seen most gambling in a serious level takes place late at night. Kids are glued to their devices throughout the day, so why are we not looking at altering rules for Google and Facebook ads?,” commented Macauley Heseltine, the Managing Director at Hegemonic Enterprises.

This view is seemingly supported by Tim Miller, the UK Government Gambling Commission Executive Director, who believes gambling-style activities are coming from ‘the playground, the games console or social media’ as opposed to the bookmaker themselves.

In 2017 it was shockingly claimed that around 25,000 children aged between 11 and 16 were ‘problem gamblers’, again, with the majority of these learning to bet via computer games and social media.

Under Sky’s new policy, a maximum of one gambling advert will be allowed per commercial break, including during live football on Sky Sports from the start of the 2019/2020 Premier League season – but Hegemonic Enterprises believe this will fall short in an attempt to prevent Britain sleepwalking into a public health uproar.

“It is worrying that children continue to be bombarded with ads promoting gambling not just on TV, but online and via social media. It’s going to reach breaking point, though, and I think reducing screen time, and communicating via face to face methods will be vital in getting them to understand the gravity of the situations they could find themselves in if such behaviour continues,” added Heseltine.

Sources:

https://www.marketingweek.com/2018/11/04/sky-cracks-down-gambling-advertising/

https://www.gamblingcommission.gov.uk/news-action-and-statistics/news/2017/Children-experiencing-gambling.aspx

https://www.theguardian.com/society/2017/dec/12/children-britain-problem-gamblers-report

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