UKGC Tightens Reigns on Advertising in 2017
A series of restrictions specifically related to gambling advertising were introduced in 2017. The gist was to ensure all ads and marketing materials were not appealing to the under 18’s by the standards of the regulator and the Advertising Standards Agency (ASA). Games like Fluffy Favourites, DC Comics-themed slots and many others could certainly entice the kiddies to click, so they had to go. All images of real money games with “cartoonish” graphics began to disappear from the homepages of UK licensed operators along with site mascots that could appeal to children.
Another aspect of the rules focuses on misleading players. For example, advertising free spins as “free” when a deposit is required to receive them, is prohibited. Terms such as “casino spins”, “extra spins” and other variations are now used plus all ads must display details such as “18+” and “T&C’s apply”. This applies to mailers and adverts on social media channels like Twitter and Facebook. The idea is to make sure we all know what to expect from bonuses and promotions upfront.
iGaming marketing as the world knew it had changed - at least where UK customers are concerned. New rules had their effect on bonuses as well. Operators began trimming down offers as a result and before long England, Scotland, Wales and Northern Ireland were wondering where all the no deposit bonuses have gone. They’re still out there, but the availability is not like it once was.
Here’s a tip: We recommend working to build loyalty with casinos to receive exclusive VIP offers and promos, some of which include no deposit rewards and wager free bonuses.
Big names are jumping on board. In August 2017, Dragonfish eliminated maximum withdrawal limits after determining they were no longer relevant in light of current regulations and bgo tossed out wagering requirements in September.
Every player has the right to a “cooling off” period or to self-exclude themselves from specific operators. Every UK licensed casino must provide this capability and honour the request by not accepting a single deposit or bet from the player. Select operators have opted to go so far as to require affiliate partners to compare their mailing lists against their own to ensure self-excluded players do not receive iGaming marketing material.
In terms of self-exclusion technology, a new system known as GameSecure is poised to roll out the next generation by obtaining licensing from various jurisdictions, including the UK. How will it work? Once an individual self-excludes from an operator, their details enter a database much like a network for each jurisdiction. It intends to eliminate the risk for players because self-exclusion with one operator is recognized by all gambling operators within that licensing in that jurisdiction.
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