Gambling advertisements in Europe to increase

An impending ban by the British government on advertising by gambling companies not registered in the European Economic Area (EEA) has received much media attention. However, companies headquartered in the EEA are predicting a rise in their advertising efforts, thanks to other components of the forthcoming legislation.

Many European television channels broadcast out of London. Previous British legislation allowed Internet gambling companies to sponsor TV shows, but the new policy will loosen restrictions on the length of such commercials. Longer advertisements will afford gambling companies increased opportunities to enhance their brands via media exposure.

"When it comes to building trademarks TV is the most effective medium. We have been looking closely at new ways to get relevant messages out since rumors about the new British legislation started spreading," said Christer Bonnelycke, marketing director of Unibet Poker.

Other Internet gambling companies also confirm that they will increase their TV advertisements as a result of the Gambling Act. But with the new legislation comes a number of regulations. Gambling ads cannot be targeted to persons under 18 or air during or between TV shows aimed at children and young adults.

The new legislation comes into effect on September 1.

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