The Guardian newspaper is banning all gambling advertising from its online and print publications — including promotions for sports betting sites — as the British outlet is worried the marketing could lead to addiction.
“We fully support the enjoyment of sports and respect individuals’ choices to participate in occasional gambling on football, horse racing, or any other sport,” said Anna Bateson, the chief executive of Guardian Media Group, in a story published on its website on Thursday. “Our concern lies with the pervasive nature of retargeted digital advertisements that trap a portion of sports fans in an addictive cycle.”
Anyone else?
While it is a more progressive outlet than most (it already bans ads from fossil fuel companies), the move by the Guardian throws down the gauntlet for other news organizations that are doing business with providers of legal sports betting and online casino gambling and that may now follow suit.
As noted by the Guardian, there has been a boom in online wagering around the world, including in the United States, where North Carolina and Vermont just this past week became the 26th and 27th states to legalize mobile betting.
Newspapers, television broadcasters, and online publications have all been beneficiaries of the advertising associated with the growth of online gambling. That advertising may attract problem gamblers, and regulators have recently been refining their rules accordingly.
The Guardian is now no longer accepting gambling advertising. We made a similar decision in 2020 when we decided to no longer carry advertising from oil and gas companies, staying true to our values. If you support this, support us today: https://t.co/UUvf6LIr2R pic.twitter.com/FUFHgA9efN
— The Guardian (@guardian) June 15, 2023
The United Kingdom has been mulling gambling changes for years. Despite this, the Guardian said the proposals thus far have fallen short and that their subscription revenue and independent ownership structure give them the flexibility to drop gambling ads. The newspaper has a substantial following in the U.K. and around the world, which could put pressure on other outlets to follow its example.
Thursday's announcement institutes a global ban on all gambling advertising with Guardian-related outlets, covering all of its digital offerings and print publications such as the Guardian, Observer, and Guardian Weekly.
“Studies highlight a clear correlation between exposure to gambling advertising and increased intentions to engage in regular gambling,” Bateson said. “Ultimately, we believe that our primary obligation is to do the right thing for our readers, which is why we’ve decided that there are other ways to generate revenue.”
