Ads Boost Gaming Firms

The gambling industry has benefited from television advertising in several ways.

The reputation of gaming businesses has been boosted by the relaxation of UK advertising regulations, according to an industry expert.

Online gambling companies, betting shops and casinos were permitted greater freedom to advertise on television last year and their campaigns are now a familiar sight to viewers.

Chris Marais, editor of Total Gambler, said that the impact of the changes was twofold.

Increased freedom to advertise had helped gaming businesses to significantly raise their profile, he explained, but the other benefit is perhaps less tangible.

"You'll see companies advertising on television in primetime now which costs an awful lot of money but also brings that degree of legitimacy to their business," said Mr Marais.

Despite the changes to advertising rules, gambling companies still face strict regulation by the Advertising Standards Authority (ASA).

Earlier this week the ASA ordered Wink Bingo to withdraw an ad following complaints. The body also considered an objection to a Foxy Bingo ad, but ruled it did not breach regulations.