“Four bookmakers set up watchdog to keep themselves in check”
“Bookies will be named and shamed by powerful new watchdog” was the headline in the Telegraph last weekend, as part of an article promoting more voluntary measures for a new
“independent” watchdogdesigned to oversee the betting sector.
The new “naming and shaming” plan is endorsed by William Hill, Ladbrokes, Gala Coral and Paddy Power, organisations which are all members of the Association of British Bookmakers. The five organisations will form the
Senet Group, enabling them to exercise leverage over BetFred, the largest non-member of the Association with 1,350 shops.
The Gambling Commission is the government appointed “watchdog” – a body which should ensure that the licensing objectives of fair and open gambling, no association with crime and protection of young and vulnerable persons are delivered.
However, to date no meaningful fines or loss of licenses have been imposed on operators for breaches of these objectives, including anti-money laundering or
social responsibility controls. This is also demonstrated by poor records when it comes to allowing under age access to FOBTs.
The measure to control FOBTs, the most addictive form of gambling, will be to remove FOBT advertising from shop windows. FOBTs will still be visible through shop front windows and glass doors and still as easily accessible inside shops. There will still be staff marketing of FOBTs through free entry tournaments, demonstration mode play and staff explaining the FOBT games. The proposal to remove FOBT shop-window advertising is a tacit admission that FOBTs could be a more dangerous form of gambling than sports and race betting.
The measure to control television advertising is to scrap pre-9pm watershed advertising of aggressive “sign-up” offers. This will not limit generic brand advertising through TV sport prior to 9pm, or any internet advertising prior to 9pm. The deceptive advertising of free credits and sign-ups, where the terms and conditions require certain volumes of play is just one part of the misleading approach taken by all operators to their marketing strategy. It is unlikely remote only operators will sign up to this new watchdog and its initial measures.
A recent advertising campaign by the Senet Groupclaims to respond to the public concern surrounding FOBTs. However, the advertisement does not make any reference to public concern about the maximum stake on the machines – despite the fact that a recent YouGov poll revealed that 73% of people believe the maximum stake of £100 is too high. Also, the advertisement purports to be from the gambling industry, but in reality is only the actions and opinions of four bookmakers. In addition, it does nothing to address concerns about free bonus offers or aggressive marketing.
The disclosure that the measures are designed to “improve public perceptions”, rather than to protect the young and vulnerable, demonstrates the motives behind this are PR alone. The announcement coincides with the start of the party political conferences season, where the bookmakers will be out in force.
It is also noticeable that one bookmaker hasn’t joined this new bandwagon – Betfred. This prompts the question of whether the 873 independent betting shops in the UK will also sign up to this corporate led initiative.
One independent bookmaker from the West Midlands, Mike Simons, has already given his view. When asked if he would join the watchdog he said: “Absolutely not, this is just another cynical attempt by the big corporate operators to defend FOBTs. We wouldn’t need any of this if it wasn’t for their addiction to FOBT driven bonuses.”
Comparing the salaries of bookie senior executives with the amounts contributed to the Responsible Gambling Trust shows the importance these organisations place on research, education and treatment. The two Chief Executives at Ladbrokes and William Hill were jointly awarded £8.2 million last year while their companies donated just £1.5 million to problem gambling research, education and treatment.
The
Campaign for Fairer Gambling’s aim to reduce the FOBT maximum stake from £100 to £2 per spin will be communicated to delegates at all three upcoming party conferences. The Campaign will also explain how the bookmakers’ window-dressing and undressing is just smoke and mirrors to take focus away from addictive FOBTs and their damage to families and communities.