BGC report: Minors’ exposure to gambling ads plummets 97% as “whistle-to-whistle” ad ban hits mark

The voluntary “whistle-to-whistle” advertising ban around live sport has reduced children’s exposure to gambling advertising by 97%, according to a new report published by the Betting and Gaming Council (BGC). The BGC-backed study carried out by Enders Analysis found that the number of gambling ads viewed by under-18s during live sport reduced from six adverts in September 2018 to virtually zero ads in 2019. The number of ads viewed by individuals over the age of 18 also declined dramatically, from 108 ads viewed in September 2018 to just five in September 2019. Total exposure to gambling advertising among individuals fell from 114 adverts in September 2018, prior to the introduction of the ban, to just five gambling ads during September 2019 – a decline of 96%.

The total number of gambling ads viewed by individuals during live sport pre-watershed plunged by 78% year-on-year (YoY) to just 29 ads in September 2019. However, the number of gambling ads during post-watershed sport only declined by 20% YoY over the same period. The introduction of the ban contributed to a reduction of over 1.7 billion views of gambling advertising from its introduction in August 2019 to the end of December 2019 compared with the same period the previous year. The removal of sports betting ads during live sport has also impacted other forms of gambling, with views of non-sports gambling (bingo, lotteries and scratchcards) down 59% during the period since the ban was introduced, resulting in nearly 100 million fewer overall views of gambling adverts. BGC CEO Michael Dugher welcomed the report’s results as proof that the BGC’s mandate to improve standards across the industry. “The success of the whistle-to-whistle ban is a clear example of that commitment and I’m very pleased at how effective it has been during its first year in operation,” said Dugher. “In particular, it’s encouraging to see that it has effectively eliminated children’s ability to view betting adverts during live televised sport. “I am determined that the BGC will lead a race to the top in terms of industry standards and we want to drive more changes in the future,” he added. Earlier this year, the BGC introduced a six-week voluntary gambling advertising ban during lockdown and has since committed to 20% of its members’ advertising being taken up by responsible gambling ads.