Spanish Betting Sites Agree to Voluntary New Advertising Code

Gambling operators in Spain have agreed to a new voluntary code of conduct on advertising in a bid to avoid tougher, mandatory rules which could be imposed by the government. Taking effect from January 2020, the regulator has approved the new rules but it’s too early to tell whether the tough coalition government will think they’ve gone far enough.

The advertising legislation was created by online betting trade association in Spain, JDigital and has been given the green light for launch on 15 January 2020 by regulator, Dirección General de Ordenación del Juego (DGOJ).

Adopting a responsible approach

The new code of conduct largely mimics the legislation in other country which calls upon betting firms to take a responsible approach when considering their advertising campaigns. This includes not showing images of anyone who appears to be under 25, refraining from celebrity endorsements with a large youth fanbase and not using any professional athletes to promote gambling. The message of responsible gambling must also be prominent in any type of advertisement.

Other limitations include a restriction on the number of bonus offers which are made but they don’t go as far as restrictions in place in other countries. For example, in the UK there is a “whistle to whistle” block on advertising which prevents any promotional ads being shown during competitive events.

Some of the members of the Jdigital online betting group include Bet365, The Stars Group and GVC Holdings together with local operators such as R Franco and Luckia. The operators will be hoping that the new code will pacify a government which had previously threatened a tough clampdown on all gambling ads in a move backed by the country’s ombudsman.

New coalition government

Elections last week couldn’t produce an outright majority in government so a coalition has been struck up between the PSOE ruling party and UP, the party that campaigns against austerity. The UP has been particularly vocal in its opposition of gambling and given the chance would restrict operators in any way possible.

However, UP have had their own recent scandals. During their election campaign they showed an individual who claimed his life had been ruined by bookmakers and betting, and was now destitute. Super-sleuths soon tracked down the man online after he uploaded a video from his recent skiing holiday, throwing doubt on the “testimony” that he had provided about the damage done by gambling.