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The Guardian Bans Gambling Advertising

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The Guardian Media Group has announced a global ban on gambling advertising, arguing it is unethical to take money from services that can lead to “addiction and financial ruin”.

Anna Bateson, the chief executive of Guardian Media Group, said advertising, particularly online, could trap gamblers in an “addictive cycle” that caused financial distress, mental health issues and wider social problems.

She said: “Guardian journalists have reported on the devastating impact of the gambling industry in the UK and Australia, helping to shift the dial and ensure the issue remains high on the public agenda. Studies highlight a clear correlation between exposure to gambling advertising and increased intentions to engage in regular gambling.”

Bateson said a particular concern was how bookmakers used targeted online adverts to lure back individual gamblers. “Ultimately, we believe that our primary obligation is to do the right thing for our readers, which is why we’ve decided that there are other ways to generate revenue,” she said.

The ban covers all forms of gambling advertising, including promotions for sports betting, online casinos and scratchcards. It will apply worldwide to all of the company’s online and print outlets, including the Guardian, Observer and Guardian Weekly.

Lottery advertising has been excluded from the ban, with a spokesperson for the Guardian saying it could have social benefits through raising money for good causes and typically involved “non-instantaneous draws”.

The Guardian already has a ban on adverts from fossil fuel companies, which has been in place since 2020.

The decision to exclude gambling advertising from the Guardian’s publications follows the rapid growth of online betting on sporting events, aided by deregulation and the huge increase in the number of smartphone users. The US has recently embraced online betting on sports, following the lead of Australia and the UK, where gambling has exploded in popularity over the past decade.

In order to sustain their profits, gambling companies spend enormous sums of money on advertising to attract new customers – and to persuade existing ones to return for one more flutter.

Many media outlets are increasingly reliant on money from betting companies. British television channels have said their business models increasingly depend on advertising from bookmakers, while TikTok is trialling gambling advertising in Australia, and the US outlet Barstool Sports was bought outright by a casino group.

There are signs of growing discomfort about this approach among the public and prominent journalists, at a time when other countries are instituting outright bans on gambling advertising. The veteran football commentator Clive Tyldesley recently left the radio station TalkSport because he felt uncomfortable with the obligation to promote bookmakers and odds during matches.

Guardian Media Group increasingly relies on contributions directly from readers, rather than advertising, for its income.

Bateson said: “We are able to make these types of decisions due to our independent ownership structure, balancing purpose and profit.”

She said the Guardian’s own reporting had shown how the UK’s government’s proposed betting reforms “fell short on any meaningful action on gambling advertising”.

She said: “We understand and respect that millions of our readers, including our reporters and staff, are passionate sports fans who may occasionally choose to engage in gambling as part of their sporting experience. It is a matter of personal freedom, and we have no issue with that.

“We fully support the enjoyment of sports and respect individuals’ choices to participate in occasional gambling on football, horse racing, or any other sport. Our concern lies with the pervasive nature of retargeted digital advertisements that trap a portion of sports fans in an addictive cycle.”

Australia

Regulating the Game Rolls Out Four-Level Partnership Structure Ahead of Sydney 2027 Program

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Regulating the Game has announced an updated partnership framework for the 2027 initiative, organized into four levels — Principal Partner, Signature Partners, Pillar Partners, and Activation Partners — aimed at providing sponsors a more defined connection with the conference, the RTG Global Awards, and the delegate experience.

The updated architecture showcases significant involvement in 2026 and mirrors the widened scope of the 2027 program, which encompasses a more extensive conference agenda and the growth of the RTG Global Awards from six to twelve categories.

Regulating the Game 2027 Sydney is scheduled for 8–10 March 2027 at the Sofitel Sydney Wentworth, featuring the RTG Global Awards ceremony on 9 March 2027.

A more distinct connection between partner funding and program worth.Every level is designed to correspond with the delegates’ experience of the program — starting with the conference opening, through Pitch!, the main program, the Global Awards Gala Dinner, and concluding the event. The goal is to minimize overlapping propositions, enhance category positioning, and achieve partnership results that are clear, traceable, and aligned with the program’s core.

• Principal Partner — The lead partner of the Regulating the Game 2027 program, with prominence across the conference, the Global Awards and the delegate journey. Reserved as a singular position.
• Signature Partners — A small group of premium partners aligned with flagship program elements, including Pitch!, the Global Awards Gala Dinner and other headline moments of the 2027 program.
• Pillar Partners — Partners aligned with the core thematic pillars of the Regulating the Game program: regulation and policy, compliance and integrity, safer gambling, and technology and innovation.
• Activation Partners — Partners supporting specific delegate touchpoints and experiences across the program, with visibility tied to defined activations.

A maturing global program

The 2027 program builds on the trajectory established in 2026, which saw strong international participation, the inaugural RTG Global Awards and the Pitch! showcase that brought together established providers and emerging RegTech disruptors. The expanded 2027 awards program — with six new categories including Black Market Disruption Initiative, Sport & Wagering Integrity Initiative, Research Impact, Gambling Harm Prevention Campaign, Compliance Advisory and Distinguished Contribution — broadens the recognition framework across the sector.
“The 2027 architecture reflects the maturity of the Regulating the Game program — a global conference, an expanded awards program and a delegate community that spans regulators, sector leaders, technology and research across multiple jurisdictions,” said Paul Newson, Principal at Vanguard Overwatch and Founder of Regulating the Game.

“Partners increasingly want a clearer line of sight to value, audience and alignment. The four-tier model is designed to provide that — fewer overlapping propositions, clearer category positioning, and partnerships that map to how the program is actually experienced by delegates.”

Partner engagement now open

Partnership conversations for the 2027 program are now open. Organisations interested in any of the four tiers are invited to make contact through Regulating the Game to discuss alignment, availability and entitlements.

Event Details
Regulating the Game 2027 Sydney 8–10 March 2027 Sofitel Sydney Wentworth, Sydney, Australia
RTG Global Awards Presentation 9 March 2027

The post Regulating the Game Rolls Out Four-Level Partnership Structure Ahead of Sydney 2027 Program appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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IGS Awarded 15-Year Electronic Gaming Machine Monitoring Licence in Victoria

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Bally’s Intralot S.A. (Bally’s Intralot) has announced that its Australian subsidiary, Intralot Gaming Services (IGS) has been awarded a new 15-year Electronic Gaming Machine (EGM) Monitoring Licence for the State of Victoria, effective 16 August 2027.

This landmark award positions Bally’s Intralot to deliver a new generation of technology, transparency and collaboration to one of the world’s most mature and highly regulated gaming markets.

Approximately 26,300 EGMs will be connected to the Monitoring System which will provide a vital role in ensuring the ongoing integrity of EGM transactions in gaming venues. It will also provide data and information on EGMs for regulatory, harm minimisation, taxation and research purposes.

Under the licence, IGS will also be responsible for the delivery, operation and maintenance of the statewide Pre-commitment System for all EGMs in Victoria, including 2628 EGMs at the Melbourne casino.

A New Technology Era for Victoria

IGS will deploy a next-generation, cloud-enabled monitoring platform designed to deliver:

• Real-time monitoring and reporting

• Advanced data analytics capabilities

• Best-in-class cybersecurity protections

• Scalable architecture to support evolving regulatory requirements

• Future-ready integration enabling seamless connectivity with venues, manufacturers and regulatory systems

“This award represents a major milestone for Bally’s Intralot and IGS and is a significant investment in the future of Victoria’s gaming technology infrastructure. We look forward to working with the Victorian Government, the Victorian Gambling and Casino Control Commission, and industry stakeholders to deliver a secure and transparent monitoring system that supports integrity and player protection,” said Robeson Reeves, CEO of the Bally’s Intralot Group.

IGS and Bally’s Intralot will commence planning and stakeholder engagement in the coming months to support a carefully managed, smooth and seamless transition.

The post IGS Awarded 15-Year Electronic Gaming Machine Monitoring Licence in Victoria appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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RWA: Gambling Ad Crackdown Threatens Shift Offshore

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Responsible Wagering Australia (RWA) has voiced deep disappointment over the Federal Government’s decision to further restrict gambling advertising without industry consultation. The group is now seeking urgent clarity to understand the full impact on the sector.

RWA CEO Kai Cantwell said their members have a track record of supporting and leading sensible and evidence based reform.

“We acknowledge advertising levels were too high in the past but we’ve listened and we’ve acted by taking steps to significantly reduce the total volume of ads” Mr Cantwell said.

“Beyond advertising, we have supported major reforms including the implementation of BetStop and strengthened consumer protection measures across the system.

“But this announcement, with no heads up and no genuine consultation, is a real kick in the guts for the industry.

“This sector contributes almost $6 billion to the Australian economy, supports around 30,000 jobs, and provides critical funding to sport, racing and broadcast industries across the country.”

“Decisions of this scale must be evidence based and developed with industry to avoid unintended consequences.

“For an industry that has engaged in good faith and delivered meaningful reform, this announcement today is disappointing.

“This sets a dangerous precedent. Today it’s gambling advertising, tomorrow it’s alcohol, then it’s sugary drinks, fast food, critical minerals and who knows what else comes next.

“This package of measures even seeks to go further than the Murphy Inquiry with the banning of online Keno and goes beyond the remit of the Federal

Government by phasing out jersey and stadium advertising.”

Responsible Wagering Australia also acknowledged the Government’s proposed crackdown on the illegal offshore gambling market which is costing Australians almost $4 billion each year and growing at 2.5x the rate of the legal licensed and regulated market.

“The test is whether these measures are strong, coordinated and enforceable.

“There is no silver bullet. These operators are highly sophisticated and will stop at nothing to target Australians and evade enforcement.

“To effectively tackle the issue there must be a sustained, coordinated approach that cuts them off at the source including payment blocking by financial institutions, stronger regulatory powers for the ACMA, and action to remove their presence online and across social media. The Government must consult with the industry to get this right and it must be the priority going forward.

“If the licensed market is overregulated, Australians won’t stop gambling. They will go offshore to operators with no consumer protections, no oversight, and no contribution to the Australian economy, sport or racing.”

RWA said it stands ready to engage constructively with Government on both advertising settings and offshore enforcement to ensure policy outcomes that reduce harm and protect Australians.

The post RWA: Gambling Ad Crackdown Threatens Shift Offshore appeared first on Eastern European Gaming | Global iGaming & Tech Intelligence Hub.

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