Gaming establishments under pressure due to deceptive promotion tactics.
The British authorities are cracking down on deceptive gambling advertisements again. Ladbrokes, 888, Casumo, and SkyBet are among the affected providers. One of their advertising partners is said to have made misleading and detrimental statements. Gambling was advertised as a solution to financial problems.
The British advertising overseer, the Advertising Standards Agency (ASA), has banned the use of the contested material. Simultaneously, a warning was issued to companies to ensure that their advertising partners also comply with the rules. 888, in particular, argued that it couldn't be held accountable for material from an affiliate partner. However, ASA claims that anyone who benefits from customer communication, including advertising, is also responsible for the content:
"The ad led to the 888 website. Even if it was produced by an affiliate, we believe that the beneficiaries of the material are responsible for the ad." - ASA statement.
As per industry service igamingbusiness, the illicit adverts were shown on casinohacks.co and 24hourlynews.co.uk from May to June 2017. These weren't just simple banners, but pretentious stories about supposedly successful gamblers. They were crafted specifically for those struggling with depression or financial difficulties. For instance, a fictional gambler named William, in debt due to his wife's expensive cancer treatment, reported how he saw an ad from Ladbrokes. At first, he wasn't taken seriously because he couldn't afford to gamble. However, once he got 600 free spins on a jackpot machine, his worries magically vanished.
Material with identical content was also displayed as advertising for the other providers. Per the ASA, such messages are "socially irresponsible" as they make unrealistic promises and also lure those least able to afford it into gambling.
Shady Times in Online Marketing?
Once again, the practices of some marketing professionals are coming under scrutiny. The partnership between affiliates and gambling sites has been tense. Sky Betting & Gaming has already ended its affiliate program due to a similar occurrence. Some affiliates' behavior was too risky, and potential penalties were hard to predict. None of the promoted companies claim to have known about the fake reports. Affiliates typically operate independently of the providers. They generate their own content and pass on customers on a commission basis. While the gambling sites themselves are subject to more stringent advertising regulations and face fines for violations, affiliates have, until now, operated without much supervision. They don't require licenses and are rarely regulated.
The British authorities now seem determined to eliminate this loophole. The companies involved have already ended their cooperation with the offending affiliate and intend to establish clear regulations for future affiliates. It looks like the ASA has hit the nail on the head.
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Source: www.onlinecasinosdeutschland.com
