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The Guardian Media Group announced a worldwide ban on gambling advertisements, arguing that it was unethical to make money off services that could lead to “addictions and financial ruin”.
Anna Bateson is the CEO of Guardian Media Group. She said that advertising, especially online, can trap gamblers into an “addictive circle” which causes financial distress, mental issues, and other social problems.
She stated: “Guardian reporters have reported on gambling’s devastating impact in Australia and the UK, helping to ensure that the issue is kept high on the agenda. There is a strong correlation between gambling advertising and the intention to gamble regularly.
Bateson expressed concern about the way bookmakers use targeted online ads to entice individual gamblers back. She said that, “Ultimately, our primary responsibility is to do what is right for our readers. That’s why we decided to find other ways to earn revenue.”
This ban includes all gambling advertisements, such as promotions for online casinos, scratchcards, and sports betting. The ban will be applied to all online and print publications of the Guardian Group, including the Guardian Weekly, Observer, and Guardian Weekly.
Lottery advertisements have been exempted from the ban. A spokesperson for The Guardian said that they could be socially beneficial by raising money for charitable causes, and usually involved “noninstantaneous drawings”.
Since 2020, The Guardian has banned ads from fossil fuel companies.
The Guardian has decided to remove gambling advertisements from its publications due to the rapid rise of online sports betting, which is a result of deregulation as well as the massive increase in smartphone users. In recent years, the US has adopted online sports betting, following in the footsteps of Australia and UK where gambling has grown exponentially over the last decade.
Gambling companies invest huge sums in advertising to bring new customers and persuade those who are already there to come back for another flutter.
Media outlets are becoming more and more dependent on betting companies for funding. British television channels said that their business models depended increasingly on advertising by bookmakers. TikTok, meanwhile, is testing gambling advertising in Australia. Barstool Sports, a US outlet, was purchased outright by an Australian casino group.
In a world where other countries have banned gambling advertising, there are signs that the public and journalists are becoming increasingly uncomfortable with this method. Clive Tyldesley, a veteran football commentator, recently left TalkSport radio because he was uncomfortable about the obligation to promote betting and bookmakers during matches.
Guardian Media Group relies more and more on reader contributions than advertising to generate its income.
Bateson stated: “We can make such decisions because of our independent ownership structure. We balance purpose and profit.”
She claimed that the Guardian’s reporting showed how the UK government’s proposed reforms to gambling advertising “fell short of any meaningful action”.
She said: “We respect and understand that millions of readers, including reporters and staff members, are sports enthusiasts who occasionally gamble as part of the sporting experience. We have no problem with it. It’s a matter that is personal freedom.
We fully support sports enjoyment and respect the individual’s choice to occasionally gamble on football, horseracing, or other sports. We are concerned about the prevalence of digital ads that target specific sports fans and trap them in a cycle of addiction.
