The internet has become a global market that allows merchants to offer services in a virtual marketplace on a 24/7 basis. With high internet coverage and ease of access from mobile phones and portable tablets, the online gambling and gaming market – sports betting, casinos, poker, and bingo – has experienced unprecedented growth.
The growth of online casinos and gambling
People are increasingly spending time in the online environment for both leisure time activities as well as business. Hence, the move toward online entertainment as an alternative to tradition’ brick and mortar’ sites is part of that transition.
Similar to the rise of online gaming and social media usage, online gambling in the form of virtual casinos and similar ‘games of chance’ sites has become a growth industry.
A review of a site such as www.bingositesreviewer.com ably demonstrates the growing number of choices and options available to the consumer.
Setting a responsible social marketing plan
As part of the entertainment sector, the gambling industry – both land-based and online – is heavily regulated and subject to license.
A number of key benefits of the industry are acknowledged, including gains for community organizations, general employment, tourism, revenue, and business prospects.
Research reveals that people gamble for a broad number of reasons: it is often a social activity or a means of escape from daily life. In that sense, it can represent a stress reliever or simply an escape from boredom. Others are drawn to the excitement or the challenges, or simply the sheer curiosity.
The potential for harm, particularly to more vulnerable community groups such as youth, means that a social marketing strategy needs to be responsibly planned and executed to ensure the appropriate market is addressed in the most appropriate way.
With this consideration in mind, let’s investigate some of the considerations of preparing for an ethical and informed social marketing strategy.
Marketing tone and content
In a similar way to tobacco and alcohol promotion, the marketing and advertising of online gambling should be undertaken in a socially responsible manner and in accordance with any regional laws, guidelines, and requirements.
In some countries, a governing body will produce an industry code or a set of guidelines to assist in setting a responsible advertising campaign.
As a general rule, guidelines will typically ensure that promotional material and advertising do not present in a way that will deliberately or particularly appeal to children or young persons – recognizing that this sector is particularly vulnerable.
Generally, marketing tone and content should not be misleading in any way, and all terms and conditions should be provided in a clear and transparent manner.
Facebook policy with regards online gambling
Facebook is arguably the world’s largest and most powerful social media conglomerate, hosting billions of user accounts across its platforms of Facebook, Messenger, WhatsApp, and Instagram.
Understandably, Facebook approaches the subject of online gambling and its promotion with extreme caution, and any promotion is highly regulated.
Facebook policy is accordingly strict when it comes to the advertising of online gambling ventures. As part of a responsible marketing strategy, it is therefore imperative to familiarize oneself with what can and can’t be done.
Firstly, in broad terms, advertising of online gambling is not permitted without approval:
“Ads that promote online gambling, and gaming where anything of monetary value (including cash or digital/virtual currencies, e.g. bitcoin) is required to play, and anything of monetary value forms part of the prize, are only allowed with our prior written permission. This includes games where purchases are required to continue gameplay and/or provide an advantage in winning prizes in cases where the prize is of monetary value. Authorized advertisers must follow all applicable laws, including targeting their ads in accordance with legal requirements. At a minimum, ads may not be targeted to people under 18 years of age.”
Getting Facebook approval to advertise
Approval can be gained from Facebook to advertise online gambling sites and may be granted subject to specific terms and conditions.
Applicants must nominate the region where they wish to advertise and must also state the domain name that they intend to use. A number of factors and safeguards must have been considered by the applicant, and they must outline the steps they have taken to prevent unauthorized users from accessing their site (such as underage users and users outside of the authorized region).
The legality of the online operation is also reviewed, and this may involve the provision of a copy of the site owner’s gambling license and possibly the provision of a letter of legal opinion from a qualified law firm.
Twitter policy with regards online gambling
In a similar way, Twitter also regulates the advertising of gambling content. Its policy varies from country to country, dependent upon regional laws and permissions. Typically, campaigns targeting certain specified countries are approved subject to restrictions, and prior authorization must be sought from Twitter.
Once again, a clear understanding of the social media platform’s policies and restrictions is a must when developing an advertising strategy.
Seeking legal opinion on your promotional strategy
In order to optimize opportunities in a social marketing campaign, a responsible, ethical operator should make the seeking of expert legal opinion a priority. A specialist lawyer is able to vet both the website and the proposed advertising strategy and provide an opinion on the legality and suitability of both.
It has been shown in the past that expert legal opinion affirming the legality of a regional online gambling operation has sometimes resulted in reversed decisions by social media platforms who had perhaps erred on the cautious side in denying a request for an advertising campaign.
Summary
Online gaming and gambling is a business sector experiencing unprecedented growth, in keeping with the growing worldwide usage and accessibility of internet-based products and services.
It is a heavily regulated industry that presents the need for responsible provision and marketing in keeping with the alcohol and tobacco industries.
Understanding the restrictions, requirements, and limitations of advertising platforms is a key element of a successful and responsible social marketing plan.
Disclaimer: Please note that the information contained within this article should be considered as opinion only and does not constitute legal or professional advice. Specific advice and guidance on advertising should be sought from social media platform operators and/or a specialist commercial law firm.
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