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Advertising in the Online Gambling World
With so many online gambling companies competing for their space in the international arena, it seems only natural that most of them with some kind of budget would want to promote their sites through as many media channels as possible. There are many ways that sites let the public know about their existence. Where possible, many of them simply advertise in the mainstream media. Others sponsor football teams or alternative sporting events, while others go with internet press releases and marketing hype on their actual sites.
An online casino’s attempt to advertise in mainstream media depends very much on where the site is situated. Naturally, because of the Unlawful Internet Gambling Enforcement Act, the advertising and promoting of any kind of gambling in most cases is strictly prohibited in the United States. This has been the case for quite some time and the US authorities have been known to crack down hard on sites that do not heed the rules.
Some online casinos, in years gone by, found ingenious ways of getting their name in print without actually buying air space. Golden Palace online casino, for example, earned a name for itself by bidding for and purchasing the most inane articles such as Britney Spears’ pregnancy test and a toasted cheese sandwich with the face of the Virgin Mary. These purchases certainly got the site’s name on everyone’s lips, earning it free publicity.
In countries like the United Kingdom, advertising of gambling sites and locations is permitted as long as the ads themselves follow certain strict criteria set out by the Advertising Standards Authority. For example, ads are not allowed to feature text or images that would appeal to children or young people, nor are they allowed to promote the message that gambling will make you richer or sexier. The ASA examines each and every gambling ad that comes out on the market and has slammed down hard on marketing releases in the past if they don’t meet the tough standards.
The question remains just how effective this type of advertising is. Just because a bingo site puts out an ad to say it is the biggest and the best, does not mean that gamblers will necessarily believe them. A recent study by the United Kingdom Gambling Commission showed that there was no difference in the number of people who played online before advertising on sites was allowed, and after. In other words, the ads had absolutely no impact on convincing people to turn to gambling online. It will be interesting to see the results of next year’s report put out by the Commission to explore whether this was just a one-off phenomenon or whether advertising really has no influence on the population’s gambling habits. Until then, online gambling sites do everything that is within the bounds of legality to promote their wares.
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