Ladbrokes the First Gambling Operator to Advertise on UK TV - 10-03-07

October 3 -  Ladbrokes, the bookmaking and online gambling giant, has become the first company to take advantage of the relaxed UK advertising laws relating to gambling.

The new laws bear testament to a carefully planned balance between freedom of speech and the protection of citizens against the potential pitfalls that gambling bring. Companies may advertise in the UK, provided they satisfy a number of strict criteria such as the location where their license is held.

The ads themselves also need to comply to certain very strict rules. For example, the ads may not use sexual innuendos like sexy ladies in bikinis nor may they make any reference to the fact that you can gambling and win money, or that you can get a bonus if you deposit money at a gambling site.

The new TV ad campaign is targeted at casual gamblers between the ages of 18 and 34. This is a market that occasionally bets on football so Ladbrokes is spending the money here rather than on its more traditional punters who bet on horses and visit the betting shops.

The ad features veteran TV presenter Jimmy Hill, and also a number of popular ex-footballers like Ally McCoist, Ian Wright, Lee Dixon. The strap line is "Everyone's got an opinion, what's yours worth?", which is a clever way of not talking about gambling but inviting punters to express their through making a bet.

Other companies like William Hill ware expected to follow with their own ads soon.

These developments are in complete contrast with the stance of the US government where all attempts are being made to outlaw online gambling, never mind its advertising. Which is a more balanced and mature approach? You be the judge.

Read our Ladbrokes Bookmaker and Ladbrokes Casino reviews (unfortunately no US players accepted).