GPWA Times Magazine - Issue 28 - April 2014

But Secretary of State for Culture, Media andSportMariaMillerwill soon facecalls for a review of the effects on children of this recent surge in daytime advertising bybingo sites. TheHouseofLordsdiscussed regulationof gambling advertisingduring theGambling Bill's third reading onMarch 19 and con- firmed a review of existing advertising ar- rangements isunderwayandwillbecalling for submissions. "Exemptions allowing adverts for bingo and sports betting, combined with the new social media opportunities, have becomemajor loopholeswhich the online gambling companies all too readily exploit," Maggie Jones of Whitchurch wroteon theLabourLords blog. "Anyone switching onmorning or after- noon TV . . . will see a relentless bom- bardment of ads for online bingo pre- sented as an entertaining pastime with nomention of the dangers of addiction," Jones continued. "Often these programs are watched by children without adults present, andweknow fromother studies how susceptible they canbe to adverts." Jones added that online bingo has "taken off" but has "none of the attributes" of the game played in community centers and village halls, and is "solitary, repetitive and addictive." OnApril 1, the Conservative Party’s Jake Berry,MP forRossendaleandDarwen, in- troducedabill beforeParliament advocat- ing for the same ban onpre-9 p.m. online gambling advertisingof all forms. "Constant adverts for gambling condition young people into believing gambling is a fun and glamorous activity," Berry said before the House of Commons. "Adverts are endorsed by celebrities and we must restrict such adverts to adults who are able to weigh odds, understand the risksanddealwith theconsequenceof the losses." Berry cited a September report by the National Lottery Commission that found 2percent of 12-15-year-olds and1percent of those aged 16 to 24 tohave a gambling problem, equating to around 127,500 youngpeople in theU.K.He later claimed that problem gambling is connected to a number of "negativeoutcomes" for young people, including poor mental health, majordepression,ADHD and anxiety. Themessage from thesepoliticianscarries a lot of emotionalweight –nobodywants to see children suffer – but the idea that online bingo operators in the U.K. are preying on children and benefiting from their ability to see advertisements is likely a stretch. Operators, like Winner, are scrutinized closely and are constantly tasked with making sure their players gamble responsibly. But if the ad changes are implemented, it could lead to a complete change of strategy by online bingo operators. Such changes cost time andmoney, something that could hurt the entire industry as it attempts toovercome ahit to its ability to reach customers over the airwaves. That's not to say that this is the only obstacle theonlinegambling industryhas faced, of course. "I think that with this industry you have to be on your toes," Sida said. "With recent EU regulations and markets closing we are constantly reevaluating our strategy.A lot of times such changes canhappenquickly." . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . DanPodheiser is the associateeditor of the GPWA TimesMagazine . Hehas followed theonlinepoker industryclosely for the past 10 years, andplayed consistentlyonU.S.-friendly sitesprior toBlackFriday. “ The idea that onlinebingo operators in theU.K. are preyingonchildrenand benefiting from their ability toseeadvertisements is likelyastretch.” COVERSTORY