UK gambling advertising on the rise

Gambling advertising on UK television has exploded since the market was liberalised six years ago, according to research by regulator Ofcom.

The total number of gambling ad spots shown on TV increased from 152,000 in 2006 to 537,000 in 2008 after the market was liberalised, reaching 1.39 million in 2012, according to the research, based on analysis of BARB viewing data.

Of gambling ads shown on TV in 2012, bingo ads led with 532,000 spots, followed by 411,000 for online casino and poker services. There were also 355,000 ads for lotteries and scratchcards and 91,000 sports betting adverts.
Gambling accounted for 4.1% of all TV advertising in 2012, up from 0.7% in 2006.

Adults’ exposure to gambling advertising has increased over time, according to the research. Adverts were seen by viewers 30.9 billion times in 2012, accounting for 3.2% of all advertising seen by adult viewers. This compares with gambling ads being seen eight billion times by viewers in 2006, before the Gambling Act removed rules that restricted gambling ads to football pools, bingo premises and the National Lottery.