BGLC advertising regime for gambling coming soon
Published:Wednesday | October 9, 2024 | 12:07 AMNeville Graham/ - Business Reporter
Gambling regulator, the Betting Gaming and Lotteries Commission, BGLC, is introducing changes that will guide advertising in the betting and gaming industry. The regulator also wants to restrict sponsorship where 50 per cent or more of the target audience is made up of children and young people.
Given that gambling is an age-restricted activity that can cause addiction, the commission added, the restrictions should follow the same principles applied to products, such as alcohol and tobacco.
BGLC’s Corporate Affairs and Communication Manager, Wendy Robertson, says the Advertising Association of Jamaica has asked for a meeting to discuss the proposed regime and air their concerns.
“I suppose, from their viewpoint, they don’t want something that is too harsh or too restrictive. They want to be a part of the process,” Robertson said in an interview with the Financial Gleaner. Ultimately, the BGLC will have to consult with the Broadcasting Commission of Jamaica, BCJ, which is the advertising regulator, to determine whether the proposed guidelines can be enforced, she added.
“We have this position, but then we now need to collaborate with them (BCJ) to say, ‘Look, can these be enforced, and can you enforce it?’, or will they be the watchdog, or will it be in our court?” Robertson said.
She says the aim of the guidelines is not to curtail advertising by the industry, but rather, for it to be done responsibly.
The new rules that the BGLC plans to implement encompass a requirement that all content include clear messages about age and responsible gambling information, and for customers be provided with accurate information about prizes, chances of winning, and significant terms for bonuses and promotions in advance. Robertson says the BGLC wants those who choose to gamble to be fully informed.
“So, for instance, we don’t want ads to show that if you win money it will enhance your sexual prowess, or that you can get a big house from it, or that you can get rich from it. That’s not what we want,” she said, adding that gambling advertising must be socially responsible in how the message is conveyed.
There has been a surge in gambling advertising in Jamaica and around the world, and across various media platforms, as noted by the regulator.
“We’re seeing it through TV, social media, online platforms; and while it’s good uptick for the growth of the industry, or it’s beneficial for the industry’s growth, it really raises concerns about the impact on vulnerable individuals, such as problem gamblers, and underage youth,” Robinson said.
Last November, the BGLC conducted an online survey regarding the advertising and marketing guidelines being proposed for gambling and gambling-related products in Jamaica.
A majority of respondents were supportive of the proposal to introduce new measures limiting billboards close to schools and colleges from displaying gambling ads. However, BGLC also acknowledged respondents’ feedback that billboards may have limited impact and exposure for children travelling to and from school.
Respondents also questioned the effectiveness of this form of advertising on children and youth, who are seen as more likely to be influenced by marketing and advertising via social media and other digital sources.
The BGLC is therefore considering a more discrete measure that restricts static and digital billboards with gambling ads from being mounted within the immediate vicinity of schools and colleges only.
Robertson said what is concerning is the extent to which young children are involved in gambling, as well as the fact that some people are engaged in gambling as a source of income.
“I guess we’ll never be able to get away from that because, if you go to the racetrack on any given Thursday, or on a Wednesday, you’ll find a bunch of men standing up in the hall watching simulcast racing,” Robertson observed.
The proposed guidelines are meant to prevent gambling from being seen as normal activity, Robertson noted, adding that once the guidelines are finalised, the next step would be public education.