Sky: Gambling advertisement will be limited

As UK pays more and more attention to consumer protection in regard of gambling, one of the largest providers of TV communications is introducing a new domestic policy. Sky has plans to significantly limit the advertising of gambling on its platform.

Before the start of the next season of the Premier League, which will begin in August 2019, Sky will reduce the number of television advertising of gambling to one video per advertising cycle. This policy will apply to all channels which buy advertising from the Sky company, including the popular Sky Sports channel.

According to the latest changes in UK legislation, there is a ban on displaying gambling advertisements until nine in the evening. However, this restriction does not apply to live sports broadcasts, during which each advertising cycle can include up to four commercials about gambling. Sky Sports regularly broadcasts advertising during breaks, which contributes to the promotion of sports betting.

The new policy will limit any type of advertising, including online casinos, poker, sports betting and bingo. The rules will apply to all broadcasts at any time, including those that pass after nine in the evening and at night. This step is a voluntary measure by Sky in response to pressure from responsible groups that lobby for restricting advertising of gambling in government circles.

Along with the voiced restrictions, Sky is also developing a new technology that will allow viewers to block gambling ads on all Sky and Virgin Media TV platforms. AdSmart technology is expected to be introduced in June 2020 and will be available through more than 140 channels.

“Our customers are concerned about the number of advertisements for gambling on television, and we understand their discontent. That is why we have committed ourselves to limit the number of gambling advertisements in order to save people suffering from gambling addiction from temptation to play again,” - said Steven van Royen, general manager of Sky in Great Britain and Ireland.

Advertisement of gambling in Britain legal since 2007.