Regulations—it’s the one word operators and iGaming companies don’t like to hear, but it keeps the industry in check and ensures gambling services are safe for players. Gambling regulations exist in almost every country.
These rules influence everything iGaming brands do, from responsible gambling measures to marketing messaging. I know that last bit probably raised a few eyebrows, but yes, gambling regulations also impact marketing strategies for betting websites.
Curious to find out how country-specific laws affect marketing for online gambling brands? I provide the full scoop in this article. Let’s dive in:
- Advertising Guidelines: Age-Related Rules and Restricted Language
Like most businesses, iGaming brands can creatively use marketing to attract customers, but they must be cautious of the language used during the campaigns. For instance, gambling companies cannot use language that appeals to underage audiences or children.
Additionally, most betting laws prohibit marketing messaging that suggests that gambling can be a ticket towards financial security or solve monetary issues.
In the UK, advertisers also walk a tightrope when it comes promoting winnings. The laws don’t allow them to exaggerate potential returns from betting or the chances of claiming payouts.
- Influencer Marketing: Celebrities and Sport Personalities
Every brand seems to be tapping into the fanbase of influencers these days, and it’s understandable if gambling operators want to follow the trend. After all, it’s an effective strategy.
But what do the laws say about using influencers in iGaming marketing ads? Well, it depends on where you’re based. In the UK, for example, influencers who have a strong following among young people and underage audiences aren’t allowed in gambling ads.
Individuals under 25 and sports personalities are also prohibited from featuring in advertising campaigns.
- Marketing Messaging Focused on Responsible Gambling
Much of the concerns around gambling is based on the potential to cause addictions and unhealthy financial practices. As such, most regulations require iGaming brands to include responsible gambling messaging in marketing campaigns.
Phrases like “Gamble Responsibly” must be part of promotions from betting companies. Alongside this rule, safe gambling practices must be encouraged by casinos and sportsbooks.
- Content-Focused Marketing
Marketing in the iGaming industry is a complex subject, with marketing teams and advertisers searching for ways to creatively engage customers without breaking the laws. Fortunately, affiliate marketing and SEO provide a way out.
These days, gambling brands reach out to their target audience through affiliate websites. Content is the primary strategy for these platforms, with an emphasis on casino reviews, gambling guides, and industry news.
Blog posts and articles focused on responsible gambling are also a popular content type among operators that use this method, as they try to prove to their customers and regulatory bodies that they’re committed to safe betting habits.
Combine helpful and educative content with SEO, and online casinos and sportsbooks have found a hack to rank on search engines and reach their target market.
But, of course, this strategy isn’t without regulations. Sweden, for example, has laws guiding the advertisement of bonuses and promotions. As such, affiliates in the country must exercise caution when they use content to market these offers.
Search engines like Google also have rules in this regard, mainly around paid ads, responsible gambling messaging, and complying with local laws.
- Restrictions for Traditional Media
Although marketing today focuses mostly on digital media, many brands still invest in TV and print ads. Gambling companies who fall into this bracket are also guided by local laws.
In many countries, there are defined times when betting ads can be displayed on TV. Australia is one of such nations. Advertisements promoting betting companies are restricted during live sports events between 5:00 am and 8:30 pm.
This rule also applies during the same period for children programs and shows. Of course, general practices, such as encouraging safe gambling habits, should be a part of the marketing messaging on traditional media platforms, as well.
Final Thoughts
In many countries, the gambling industry is heavily regulated. The laws go as far as defining how online betting platforms can promote their services to customers. Generally, children and underage individuals shouldn’t be the target of marketing campaigns, while it’s mandatory that ads and other promotional materials encourage healthy betting habits.
Online gambling brands and affiliate platforms must fully understand the laws governing marketing in the industry to ensure compliance and avoid getting on the wrong side of the law.
