## Ethical Marketing – Marketing Oversight – iGB
Sharon McFarland investigates how to integrate safer gambling messages into all promotional endeavors, including partners and service providers.
Home > Marketing & Partnerships > Marketing Oversight > Crafting Ethical Marketing
**Crafting Ethical Marketing**
Internet gambling is among the industries subject to the most stringent oversight. Regulatory bodies and advertising standards organizations establish strict rules and principles to guarantee that all content meets the highest benchmarks. As a result, those developing marketing materials for online gambling must comply with these regulations.
Responsible marketing is vital because promotional campaigns frequently serve as key drivers of website conversions. Whether it’s motivating new participants to join or existing participants to make additional deposits for extra incentives, marketing is at the core of it. Therefore, there’s a duty to ensure marketing campaigns don’t inadvertently target individuals they shouldn’t, or those classified as high-risk for problematic gambling. Successfully adhering to these guidelines will enable service providers and partners to create engaging and captivating marketing campaigns without jeopardizing the most vulnerable.
**Distinguishing High-Value and at-risk players**
It is essential for operators to keep a watchful eye on their patrons to help pinpoint those who are at a higher risk than others. This is not a simple task, as high-risk players’ spending patterns can resemble those of some secure and financially sound VIP customers.
High-risk players and VIP players both tend to make larger deposits than the average player, but their motivations can be very different. VIP players may invest more funds to help reach the threshold that maintains their status. They may also follow a high-stakes playing style: depositing more money, but with the aim of wagering – and potentially winning – more money. They may deposit a significant amount of money, but they are still playing within their financial capabilities.
However, high-risk players deposit money in a different manner. When they deposit more money, it may be because they are trying to recoup money they have already lost. Unlike VIPs who are playing within their means, high-risk players may be playing with money they do not possess.
Therefore, it is crucial for operators to be able to distinguish these different customer journeys. Support needs to be provided, offering enticing promotions for VIPs and other safe players, but care must be taken not to target players who may be considered at risk. Instead of offering them promotions that could be misconstrued as helping them get out of a predicament, the focus should be on providing resources they can use to address their gambling problems.
Developing custom safe gambling campaigns.
Consequently, this will motivate operators to investigate methods for developing customized secure gambling initiatives. Affiliate marketers must comprehend the safe gambling goals they establish. When constructing campaigns, affiliates must promote brands in a manner that adheres to secure gambling regulations, just as the operators themselves do.
For instance, all social media visuals and marketing materials must incorporate the new “Think Twice” motto, as well as the BeGambleAware.org link that supersedes the “Play Responsibly, Stop” campaign. They must also establish secure gambling hubs that direct potentially problematic players to suitable support resources.
Preferably, marketers will seek ways to promote secure gambling during Safe Gambling Week and beyond.
William Hill serves as a prime illustration. As one of the largest casino and sports betting enterprises in the UK, there is a high likelihood that individuals will engage with its marketing materials. This entails the responsibility of ensuring that its promotional materials include secure gambling information. William Hill has actually opted to dedicate 20% of its television coverage to promoting secure gambling.
Brands and affiliates must formulate additional measures.
Numerous safe gambling resources are now accessible, but advertising professionals must establish clear connections between individuals struggling with gambling and these resources. Many of the UK’s leading casino companies have collaborated with the UK Gambling Commission (BGC) to develop stringent safe gambling promises and verifications. With these, and those provided by self-exclusion tools like Gamstop, marketing experts should possess all the necessary tools to construct customized safe gambling campaigns that educate and engage players without encouraging them to wager beyond their financial capabilities.
**Intended Audience**
Numerous factors influence the success of a marketing campaign, one of which is the intended audience.
Many operators and industry regulators are concerned about the number of young gamblers, including those who are above the minimum age limit but may be susceptible to gambling problems, as well as underage individuals attempting to gamble online. Marketing content should be age-appropriate, so marketers must ensure their materials comply with the appropriate standards. In affiliate marketing, affiliates may receive promotional materials through their programs. It’s essential that they still verify the presence of safe gambling support information and calls to action on all marketing materials. Support from brand and affiliate managers should assist them in developing considerations regarding the creation of effective advertising materials that attract individuals to operators while also promoting safe gambling practices.
A critical conduit requiring limitations is YouTube. Companies and administrators should confirm that all video uploads are restricted to viewers 18 years of age or older. By implementing this, the age limit will persist even if the video is incorporated into other websites.
Concerning gambling promotions and marketing materials, some propose treating them similarly to alcohol advertisements. This implies elevating the standard and targeting consumers 25 years of age or older. This would hinder younger and more susceptible audiences from being exposed to these promotions. This, coupled with stringent age verification checks on casinos and associated websites, would contribute to reducing the frequency with which young individuals encounter and interact with gambling marketing.
Did the COVID-19 outbreak influence the gambling sector?
The COVID-19 outbreak affected numerous facets of the gambling sector, including public perceptions of gambling promotions. Several industry groups have observed a rise in gambling activity during the pandemic.
Despite the postponement of numerous sporting events, sports betting has also experienced a significant surge. Certain organizations are apprehensive about sports sponsorships. Sports such as football attract fans of all ages and backgrounds, including elementary school students. Is it truly fitting for gambling operators to sponsor teams?
Furthermore, numerous individuals are advocating for a decrease in the volume of gambling advertisements displayed on television.
While these advertisements must adhere to rigorous standards and can only be displayed during particular periods of the day, some individuals still believe they should not be broadcast on television, even during late-night hours.
To safeguard their own interests, operators and partners need to endeavor to ensure their materials promote responsible gaming as much as possible. As illustrated by William Hill’s leadership, there’s already a precedent for supporting responsible gambling while guaranteeing safeguards are in place to create accountable marketing.
Responsible marketing is a vital component of every online gambling operator and brand. It should be an intrinsic part of every campaign, not a secondary consideration. Operators have a duty to ensure they have materials that assist potential problem gamblers, but affiliates also need to make sure their marketing campaigns consistently comply with the most recent safe gambling directives.
There’s increasing concern regarding the impact, frequency, and reach of gambling advertisements. Marketers have a responsibility to ensure they do everything within their power to identify at-risk players while crafting safe and enjoyable content for those who aren’t at risk. Creating customized safe gambling campaigns needs to be a priority, as this will help demonstrate that the online gambling industry is doing everything possible to promote its products responsibly.
This isnt a singular endeavor, but a persistent effort that evolves alongside the industry, adjusting to the public and political landscape.
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