Advertisers playing by the rules in UK

There had been a breakthrough in the United Kingdom in terms of betting companies being able to advertise much more and even on television, a move that was surprising; some of the thinking behind the surprise is that with the worldwide backlash against online gaming as a whole, it was a counter-move to the bans that had been taking place. There was also fear that the glamorization of these betting companies may sway non-gamblers in a way like never before, and abuse of these laws was extremely worrisome amongst the lawmaking community.

However, what has happened is that there has been very few, if any, issues that have made any waves with these new laws. Of 784 ads monitored by the Advertising Standards Authority (TV, radio, online, direct mail, print and outdoor), just seven, 1%, were found to breach the advertising codes.

According to the compliance report, Intercasino's TV ads, featuring 'three different scenarios that depicted juvenile behavior among people with dwarfism', breached the TV advertisement code for having particular appeal to young children. The good thing was that there were no direct complaints about this.

What will happen next? The UK may be leading the way in the "gaming comeback".

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