In an effort to protect minors from exposure to potentially harmful content, it has been decided to prohibit gambling advertising during children’s programming hours. This measure, which is already in force in several countries, seeks to limit the influence of gambling advertisements on young people, to ensure that they are not exposed to this type of content until they are of legal age to participate in such activities.
The growth of the betting industry, both online and land-based, has increased the number of gambling-related advertisements. These advertisements used to run throughout the day on different media such as television and social media. However, concerns about the impact on minors have led regulators to implement stricter restrictions. Generally, advertisements cannot be broadcast before 9 p.m., coinciding with the end of most programs aimed at children and adolescents. These measures also apply to digital platforms, where ads must be set to be shown only to users over 18 years of age.
The new regulations present a significant challenge for betting companies, which must reevaluate their marketing strategies to comply with the new regulations. Restricting broadcast hours means that companies must be more creative and strategic in how and when they advertise their services. This could mean a greater focus on advertising during live sporting events that air after child protection hours. An increase in the use of digital marketing with advanced segmentation, aimed at an adult audience, is also expected. Additionally, gambling advertisers need to work more closely with media platforms to ensure their ads are not inadvertently shown to minors. This may involve using advanced technology, such as artificial intelligence and machine learning algorithms, to improve audience segmentation and ensure compliance with regulations.
This is crucial to comply with local laws and regulations, and also to maintain public trust and improve the reputation of the industry as a whole.