The UK advertising regulatory body promotes restrained promotion of gambling during the 2024 European Championship in Germany.
The ASA Urges Caution in Gambling Promos for 2024 EU Football Championship in Germany
The 2024 UEFA European Football Championship is scheduled to start on June 14, 2024. According to the industry news source, iGaming Business, there's expected to be a surge in sports betting popularity during this tournament.
In the UK, advertising regulations prohibit gambling operators from aiming at individuals below 25 years. Commonly, footballers and officials are off-limits as promotional figures, this rule applies across all platforms except their own site.
Specifically, casino and sports betting operators have been requested to maintain distance from associating themselves with the tournament or its official team sponsors.
Only the sports betting operator, Betano, is permitted to claim sponsorship of the European Championship, as they've secured an official partnership with UEFA.
Controversy around Gambling Advertising in Germany
Germany too is pushing for stricter control on gambling advertising. Previously, the Federal Government's drug commissioner, Burkhard Blienert, advocated for a ban on sports betting during the 2024 EM. However, this seems to have been challenged by Betano's appointment as a major sponsor.
In December 2023, an anti-sports betting advertising coalition also drafted an open letter to the conference of ministers of the states, pushing for harmonization of sports betting and other gambling advertising, up to and including a ban.
However, the gambling industry defends that sports betting advertising is essential for sports financing and also highlights the legal market, preventing a shift towards the black market.
Anticipation for EU Football Championship among Sports Betting Enthusiasts
It's unlikely that opponents of sports betting advertising will place a betting slip at this year's EM in Germany. Nevertheless, fans of sports betting will undoubtedly be engrossed in the odds for group favorites or overall winners.
While the debate around gambling and sports continues, it's crucial not to disregard that the State Treaty on Gambling outlines what gambling forms are legally permissible in Germany and how advertising is regulated.
Advertising expert Dr. Andreas Blaue has already emphasized that a "black-and-white" approach from various interest groups would not contribute to progress in this ongoing debate.
The news of Betano's sponsorship of the 2024 EU Football Championship has stirred controversy over gambling advertising in Germany. despite the calls for a ban from some groups, sports betting enthusiasts still anticipate engaging with the odds and betting on favorite teams.
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