With a website that is not quite ready – ‘we’re just laying the last few bricks’ – London startup ad company The Red Brick Road will be bringing its expertise to bear in the world of gambling. Already boasting clients such as Heineken and Tesco, the agency has now been appointed on a project basis by the Gala Coral Group. The new account, valued at nearly US$9.9 million, is with a view to appointing The Red Brick Road long term.

The Gaming Act 1968 places restrictions on advertising relating to gaming, with the underlying principle that gaming should be tolerated but not encouraged. Under the Act the UK Government considers that is legal for overseas remote gaming operators to advertise in newspapers, magazines, billboards and the sides of public transport. However, it has now launched a consultation exercise over the suitability of such advertising on football shirts. The 1968 Act makes it illegal to invite anyone to take part in gaming by offering any bonus or benefit.

With regard to television, most gambling products are prohibited from advertising by the Advertising Standards Authority’s code. Gambling companies are, however, permitted to sponsor television programmes. When the Gambling Act 2005 comes into force next year, it will extend the definition of advertising and it is expected that the Secretary of State will make regulations about the form, content, timing and location of non broadcast advertising whilst Ofcom will set standards for broadcast advertising.

There will be a new offence of advertising foreign gambling, that which is outside the European Economic Area. The Gambling Commission intends to make compliance with the Committee of Advertising Compliance (CAP) and BCAP codes of practice a condition of gambling operator licences. The deregulation of the current legal advertising restrictions will lead to casinos, betting shops and online gaming sites within the European area and other ‘white listed’ countries to advertise on television and radio for the first time.

Advertising agencies will soon have a far wider brief when it comes to advertising their clients’ gambling business. The proposed new rules will doubtless bring about a huge increase in gambling advertising budgets and Gala Coral, presently with a 40% share of the UK bingo market, will not be alone in searching for the best way to push their products. (E-12.13.06)

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