Promoting an online gambling project is the most important task for any operator. At the same time, advertising of online casinos and sportsbooks is subject to various restrictions in most jurisdictions. In some places these are only formal requirements limited to the prohibition of involving minors in the game. In other countries it is a complex and strict set of rules that leave no room to the imagination of marketing experts.
Let’s figure out exactly how operators of online casinos and bookmakers advertise their platforms, what restrictions on gambling advertising are most common, and why you should not violate the relevant legislation. At the end of this article, we will also tell you how LicensingAid experts can help you promote your iGaming project.
General trends in gambling advertising regulations
The landscape of gambling advertising is continually transforming, influenced by technological advancements and changing societal attitudes towards gambling. Here are some general trends in gambling marketing regulation that operators should be aware of:
- Increased focus on responsible gambling
Many jurisdictions require the inclusion of responsible gambling messages in advertisements. This involves highlighting the risks associated with gambling, offering guidelines on how to gamble responsibly, and providing resources for individuals who may need help with gambling addiction.
- Stricter age verification measures
To protect minors, regulators are enforcing stricter age verification processes. Ads must clearly state that gambling is only for individuals over the legal age (which varies depending on the jurisdiction), and operators are required to implement robust age verification systems to prevent underage gambling.
- Limitations on gambling advertising channels
Some countries restrict the channels through which gambling ads can be delivered. For example, TV ads may be limited to late-night hours, and online advertising might be restricted to specific platforms where age verification can be more effectively controlled.
- Content restrictions
The content of gambling advertising is often heavily regulated. This can include bans on ads that depict gambling as a solution to financial problems, suggest that gambling can enhance personal or social success, or use characters, themes, or celebrities that appeal to minors.
- Transparency and disclosure requirements
Operators are required to disclose details of promotional offers. This ensures that potential customers are fully aware of the rules and conditions of any promotions or bonuses being offered.
- Advertising volume and frequency controls
Some jurisdictions impose limits on the volume and frequency of gambling advertisements. This aims to reduce the overall exposure of gambling promotions to the general public and decrease potential negative impacts on vulnerable individuals.
- Geo-targeting restrictions
Online gambling ads must often be geo-targeted to ensure they are only displayed in regions where the operator is permitted to operate. This helps to comply with local regulations and avoid promoting gambling services in areas where they are prohibited.
Understanding these general trends is crucial for operators to navigate the world of gambling advertising. Compliance with these regulations not only helps to avoid legal issues but also promotes a safer and more responsible gambling environment and therefore improves the reputation of the gambling industry as a whole.
How Do Gambling Companies Advertise Their Products?
Now let’s explore the advertising channels available for online gambling projects. The main of them are TV, outdoor advertising, digital outdoor advertising and social media.
It is important to remember that each jurisdiction has its own online casino promotion rules, and therefore in some countries one or another method of gambling advertising is not possible. Carefully study the gambling legislation of the location where you plan to operate.
TV ad and radio spots
Not all countries permit this method of gambling advertising, but in jurisdictions where it is allowed, promoting online casinos on television and radio can yield good results.
It is important to note that even in the absence of a ban on gambling marketing on television, operators do not have complete freedom. Typically, television commercial for casinos and sportsbooks are subject to restrictions on the time and frequency of their display. These restrictions aim to minimize the impact of such advertising on society and to protect minors.
OOH advert
OOH (Out-Of-Home) advertising is a traditional yet effective method for promoting online gambling projects. OOH display ads include billboards, banners, posters, print ad, and transit ads that are placed in high-traffic areas to attract a broad audience. While this method can be very impactful, it also faces significant regulatory restrictions in many jurisdictions. Operators must ensure that their advertisements comply with local laws, which often include limitations on the content and location of the ads to prevent exposure to minors. Additionally, the design of OOH ads must be eye-catching yet responsible, avoiding any imagery or language that might appeal to underage individuals.
DOOH Digital Ad
Digital Out-Of-Home (DOOH) advertising takes traditional OOH to the next level by using digital screens in public spaces. These ads can be more dynamic and engaging, featuring animations and videos. DOOH ads can be found in places like shopping malls, airports, and busy city centers, making them highly visible. However, like traditional OOH, DOOH advertising is also subject to strict regulations. Advertisers need to be aware of the rules regarding the content and placement of these ads, ensuring they are not displayed near schools or in areas frequented by minors. Compliance with these regulations is essential to avoid fines and protect the brand’s reputation.
Gambling Ads in Facebook
Facebook allows iGaming operators to reach their target audience through sponsored posts and advertising. This social media giant allows for precise targeting based on user demographics, interests, and behaviors (audience segmentation). It ensures high personalization of advertising, and therefore increases engagement. However, advertising gambling services on Facebook comes with its own set of challenges. Operators must adhere to Facebook’s advertising policies, which include age restrictions and ensuring that ads do not target minors. Additionally, ads must be clear and not misleading, providing essential information about responsible gambling. Despite these restrictions, Facebook remains a powerful tool for potential customers engagement and driving traffic to gambling websites.
Other promotion methods
- SEO and content marketing
SEO (Search Engine Optimization) and content marketing are essential for driving organic traffic to gambling websites. By optimizing website content with relevant keywords (SEM (Search Engine Marketing) and creating high-quality, informative articles (Native Ads), operators can improve their search engine rankings. This method not only attracts potential customers but also builds trust and authority in the industry. Regularly updating the blog with engaging content about gambling tips, news, and trends can keep the audience interested and coming back for more.
- Affiliate Marketing
Affiliate marketing involves partnering with websites, bloggers, and influencers who promote the gambling platform in exchange for a commission on the traffic or revenue they generate. This method extends the reach of the gambling site by leveraging the audience of the affiliates. Affiliates use various strategies such as writing reviews, creating content, and sharing links to attract new consumers to the gambling website. This performance-based lead generation approach ensures cost-effective marketing efforts.
- Bonus Programs
Bonus programs are a popular method to attract and retain customers. Offering welcome bonuses, free spins, and deposit matches can entice new users to sign up and start playing. Loyalty programs and regular promotions can keep existing players engaged. These bonuses should be clearly advertised and explained, ensuring transparency about the terms and conditions to build trust with the players.
- Positive Reviews
Encouraging satisfied customers to leave positive reviews can significantly impact the reputation of an online gambling platform. Positive impressions on your landing page, review sites, social media, and forums can build credibility and attract new players. Monitoring and responding to reviews also shows that the operator values customer opinion and is committed to improving the user experience.
- Social Media Ads
Beyond Facebook, other social media platforms like Twitter, Instagram, and TikTok offer additional avenues for promoting gambling services, increasing CTR and conversion rate. Each platform has its own unique audience, advertising campaign options, and analytics capabilities. Social networks also provide excellent opportunities to re-engage customers who have previously interacted with your site. Remarketing and retargeting are ideal tools for retaining this audience. Compliance with each platform’s advertising policies is essential to avoid account restrictions or bans.
- Video Ad on the Internet
Video gambling advertising on platforms like YouTube and streaming services can reach a wide audience with engaging content. Video ads can demonstrate gameplay, showcase bonuses, and provide testimonials, making them highly effective for capturing viewer attention. These ads should be concise, creative, visually appealing, and include a call-to-action (CTA) to drive traffic to the gambling website. As with other methods, ensuring the ads are targeted appropriately and do not appeal to minors is crucial.
- Influencer Marketing
Collaboration with influencers, bloggers, celebrities and other opinion leaders is an expensive but extremely effective way of advertising which boosts brand awareness. The audience trusts their idols, and therefore will definitely want to play on the wevsites they advertise. However, you should be extremely careful with this type of promotion. Advertising with the participation of an influencer can very easily be considered manipulative and banned.
- Email Marketing
Email marketing remains an effective method for attracting and retaining customers. As with other promotional methods, it is crucial to be aware of gambling and advertising regulations in your audience’s market and to always comply with them.
- Programmatic advertising
Programmatic advertising is another effective method for promoting gambling services. This approach utilizes real-time bidding (RTB) to automate media buying, allowing for more precise targeting and efficient spending. Proper media planning is essential to ensure ads reach the intended audience while adhering to gambling and advertising regulations. As with email marketing, compliance with these regulations is crucial in every market where your audience is present.
- Viral Marketing or Guerrilla Marketing
In essence, this refers to the principle of word of mouth (WOM). The more effectively you utilize the mentioned promotion methods and the more satisfied your players are, the more new visitors they will bring to your platform at no additional cost.
- User Experience (UX) and Sentiment analytics
While not a direct marketing method, leveraging UX and sentiment analytics can significantly enhance your marketing efforts. By analyzing the customer journey and conducting sentiment analysis, you can better understand user behavior and preferences. This data helps improve engagement rates and brand loyalty through more personalized experiences. Attribution and A/B testing allow for precise adjustments to marketing strategies, leading to higher customer retention. By focusing on these analytics, you can optimize your marketing metrics and ensure a more effective overall strategy.
In summary, promoting online gambling projects involves a diverse range of advertising channels, each with its own set of regulations and best practices. From traditional TV and OOH ads to modern digital strategies like SEO, social media, and video ads, operators must navigate a complex landscape to effectively reach their audience and increase marketing metrics. Understanding and complying with local laws is essential to ensure responsible marketing practices. By utilizing a combination of these methods and applying the principle of omnichannel (multichannel) marketing, operators can create a comprehensive promotion strategy that attracts and retains customers while maintaining a positive and responsible brand image.
Gambling Advertising Laws and Regulations
So, it’s time to talk about regulation of gambling advertising. What are the basic standards and rules for casino marketing and betting promotion? What restrictions apply in most jurisdictions? Let’s figure it out.
Prohibition of advertising to minors
Perhaps the ban on targeting advertising to minors is the most common rule in gambling marketing. While this rule applies in all jurisdictions, the legal gambling age can vary from country to country.
The ban on displaying gambling advertising to minors includes a number of measures and restrictions. These restrictions often encompass both time and geographical limitations, as well as content requirements. Most jurisdictions prohibit advertising that could potentially attract an underage audience, such as the use of specific language, expressions, symbols, taglines, and slogans.
Advertising content requirements
The content of advertisements for gambling projects must convey the risks associated with gambling and the possibility of gambling addiction. This is a key component of responsible gaming policies and one of the most important requirements for operators.
Another condition for displaying advertising is the mandatory inclusion of age restrictions.
Time and place restrictions
Restrictions on the time and place of displaying iGaming advertisements are intended to protect minors and vulnerable populations from the possible negative consequences of participation in gambling activities.
License requirement
In many jurisdictions, a special license is required to advertise for a gambling company. Operators can face fines for promoting an unlicensed online casino or sportsbook. Additionally, if a licensed website violates marketing rules, its advertising license can be revoked.
Prohibition of deceptive or aggressive gambling advertising
Gambling advertising must not deceive or mislead users. Thus, it is prohibited to present online casinos as a way to make money and solve financial problems. On the contrary, gambling advertising must be fair, transparent and understandable, and the terms of all bonuses, promotions and offers must be explained in detail.
The use of any manipulative tricks and aggressive presentation of material is prohibited. Compliance with these restrictions is mandatory for the majority of gambling markets.
Consequences for illegal gambling advertising
Penalties for illegally displaying casino ad or violating online gambling advertising regulations vary depending on the laws of the jurisdiction. In a range of countries gambling promotion is fully prohibited. Somewhere, iGaming and betting marketing is limited to very strict limits and is allowed only at certain times and in certain places. In other locations, it is enough to indicate the age limit and add information about the possibility of developing gambling addiction.
In case of serious or repeated violations, criminal proceedings may be initiated against the company or the individual running it. Thus, fraud, misleading the audience through manipulation, or violating the rule on not involving minors in gambling can threaten the operator not only with large fines and blocking of the platform, but even with prison sentences.
Other common penalties for illegal gambling advertising include the revocation of gambling licenses and the confiscation of illicit profits, which subsequently leads to a decrease in the ROI (Return on Investment) coefficient.
To summarize, we can conclude that the best solution for an operator would be to carefully study the gambling advertising rules and strictly follow them. Violation of marketing legislation threatens not only financial, but also reputational risks, and in some countries, criminal cases.
How can LicensingAid help you?
LicensingAid is an expert company in the field of supporting gambling operators. The LicensingAid team can help you with choosing a jurisdiction, obtaining a license, complying with AML and other requirements, branding, and opening a high-risk merchant account. The company’s lawyers can also provide consulting services and answer all your questions, including those on gambling advertising legislation.
Do not hesitate to contact LicensingAid for your first free consultation.
