2024: The Year of Heightened Scrutiny on Sports Betting Advertising in Europe

Elevated Focus on Sports Betting Advertising Regulations in Europe

As we progress towards ICE London 2024, the spotlight intensifies on sports betting advertising, with regulators across Europe imposing stricter controls than ever before. This increased scrutiny, particularly in the United Kingdom, France, and Belgium, aims to safeguard vulnerable populations like children from excessive gambling exposure.

Intensified Regulatory Actions in the UK

In the UK, the Culture, Media, and Sport (CMS) Committee has urged a significant reduction in sports betting advertising to protect minors. Following a white paper published in April 2023, criticized for its tepid stance on advertising regulation, the CMS Committee is advocating for more stringent measures in 2024.

Premier League’s Stance and Industry Reactions

The Premier League’s decision to halt gambling sponsorship on matchday shirts from the end of the 2025-26 season was a notable step, though some experts like Jon Bruford consider it insufficient. The CMS Committee echoed these sentiments, calling for a more cautious approach to gambling advertising. A Bristol University study further highlighted the failure of self-regulation in this domain, with a majority of content marketing ads from gambling brands breaching regulations.

Rising Concerns Among Football Fans

A survey by the Football Supporters Association revealed that nearly three-quarters of football fans in England and Wales are worried about the levels of gambling sponsorship in the sport. This concern underscores the complexity and significance of effectively regulating sports betting advertising in 2024.

France and Belgium Tightening Advertising Regulations

France’s Autorité Nationale des Jeux (ANJ) took decisive steps in 2023, including banning the use of athletes’ images in gambling communications and imposing new sponsorship regulations. Belgium introduced a near-total gambling advertising ban in July, while the Netherlands implemented a ban with some exceptions.

Germany and Italy’s Struggle with Strict Advertising Rules

Germany and Italy, known for their stringent sports betting advertising rules, are facing industry calls for relaxed regulations. Operators in these countries are advocating for eased restrictions to enable more balanced and effective marketing approaches.

US Developments: The Betting on Our Future Act

In the US, the Betting on Our Future Act, introduced by Democratic Representative Paul Tonko, proposes a sweeping ban on sportsbook advertising across mediums regulated by the Federal Communications Commission (FCC). This bill, if passed, would significantly impact how sportsbooks can advertise.

Coalition for Responsible Sports Betting Advertising

In response, entities like the NBA, MLB, and NHL formed the Coalition for Responsible Sports Betting Advertising to promote responsible marketing practices. This collaboration highlights the industry’s commitment to balancing commercial interests with social responsibility.

The Ongoing Debate in New York

New York’s updated sports betting rules, influenced by opinions from various licensees including FanDuel, faced opposition from FanDuel against advertising restrictions near educational institutions. These developments reflect the ongoing debate around sports betting advertising in the US.

Navigating the Complex Landscape of Sports Betting Advertising

As 2024 unfolds, the approach to regulating sports betting advertising in Europe and the US remains a critical issue. The decisions made this year will significantly influence the future of sports betting marketing, balancing commercial growth with responsible gambling practices.