The Gambling Commission is likely to start tackling the question of advertising by offshore online gambling companies. Such operations are highly visible around the UK, particularly London, on public transport and taxis as well as in many publications. The rules of the game are that advertising for online gambling should adhere to strict principles and not offer free entry to competitions or give prize money figures. Some online operators would seem to be pushing the boundaries of what the government sees as legitimate advertising.

In its Gambling Act 2005 the UK government has sought to modernize gambling regulations and legislate for the relatively new Internet gambling sector, in the hope that companies already operating offshore would find the added legitimacy of a British jurisdiction an attractive proposition financially rewarding for both sides. At present most offshore companies are hedging their bets, waiting to see what the taxation regime will be.

On the question of land-based advertising, the Gambling Commission with the backing of the government is to write to foreign casino operators telling them to keep to the advertising rules or face prosecution. Those who write the advertisements and those who publish them will also be liable. Following recent complaints, the government is now moving to crackdown on instances where gambling advertising fails to comply with regulations. (E-11.10.05)

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