Age verification for online gambling is set to evolve into full identity verification from 7th May 2019. The other big change is that all verification will have to be completed prior to any bets being placed. Previously age verification was
required only when people tried to withdraw their winnings. There were many complaints that gambling companies would then inflict onerous validation requirements to try and avoid paying out.
I would hazard a guess that the new implementation will quash an awful lot of the TV end media adverts that try and get new members with a small joiners bonus. Now it will be a lot more hassle to join, and maybe there will be less interest in
trying out new websites just to get a free introductory bet.
A TV ad for Sky Bet, seen on 30 August 2018, promoting their Request a Bet service. The football presenter Jeff Stelling said, Forget 'anything can happen', in sport anything does happen. But could it be better? With Request a Bet it could. Spark
your sports brain and roll all the possibilities into one bet. Three red cards, seven corners, five goals: lets price that up. Or browse hundreds of request a bets on our app. The possibilities are humongous. How big is your sports noggin? Sky
Bet, Britain's most popular online bookmaker. When the fun stops, stop. A large screen behind the presenter featured various odds and statistics as well as a graphic of brain waves emanating from his head. Issue
Two complainants, who believed it implied that those with a good knowledge of sports were likely to experience gambling success, challenged whether the ad was irresponsible.
ASA Assessment: Complaints upheldd
The ad contained a number of references to the role of sports knowledge in betting, such as spark your sports brain and how big is your sports noggin. It also included a well-known sports presenter, who viewers would recognise as having a
particular expertise in sports, and on-screen graphics used to depict brain waves and various odds. The ASA considered that, taking all those elements into account, the ad placed strong emphasis on the role of sports knowledge in determining
betting success. We acknowledged it was the case that those with knowledge of a particular sport may be more likely to experience success when betting. However, we considered that the ad gave an erroneous perception of the extent of a gambler's
control over betting success, by placing undue emphasis on the role of sports knowledge. We considered that this gave consumers an unrealistic and exaggerated perception of the level of control they would have over the outcome of a bet and that
could lead to irresponsible gambling behaviour. We therefore concluded that the ad breached the Code.
The ad must not be broadcast again in the form complained of. We told Bonne Terre t/a Sky Bet to ensure in future that their ads did not condone or encourage gambling behaviour that was socially irresponsible, for example by creating an
unrealistic perception of the level of control consumers would have over betting success.