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Thursday, June 28, 2007

Confusion Surrounds The Upcoming UK Gambling Legislation For Advertisers

You may have noticed we run the odd advert for online Bingo sites, as an affiliate. With the new gambling legislation due to come in from the 1st September, the face of gambling advertising will change and be subject to strict regulations. Whilst for TV, print and radio the things that can and can't be done are fairly clear, there's a lot of confusion around what this will mean for online operators and webmasters

John Lamerton, owner of Bingo Bongo has detailed the confusion in his quest to get clarification on the gambling legislation from the government bodies responsible for enforcing it. As an advertiser it's important he follows the guidelines to stay legal. As an advertiser, his role and obligations are fairly clear cut when it comes to categorising what he does and needs to do. Despite this, the difficulties he faces in getting clarification are multiple and ongoing.

If someone like John is having trouble getting this information and knowing where he stands and what he needs to do, it's doubly so for people like myself. There's plenty of people out there who don't run an actual gambling Bingo site, but do run adverts for Bingo alongside and as a part of the site's standard content.

For instance, if I blog about an offer or feature and offer from an online Bingo supplier that I think the Playing Bingo audience will appreciate and enjoy, where do I stand? What if I promote an offer that has been supplied to me by a Bingo company, but the offer doesn't pass the guidelines? What if my servers are based in another country? Etc.

There's a whole host of issues for people involved in online Bingo. So far, I've seen very little set out to explain and De-FUD the issues, let alone any clear cut information on who's who and what responsibility webmasters have. It's not surprising really, given the Government's laughable understanding of the online space. At the moment, it seems to be a case of wait and see for all. Given this comes into force two months from now, it's very worrying for an industry that's enjoying a growth spurt at present, partially fuelled by advertising.

Posted at 9:43 AM |

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