Gambling ads are the latest to fall foul of the Guardian’s ethical stance on advertising as it bans them from across all its online and print outlets.
The global ban was levied after the media group argued it is unethical to generate advertising revenue from companies which can lead to “addiction and financial ruin”. It encompasses all types of gambling advertising, including online casinos, sports betting promotions and scratchcards.
Lottery advertising is not included in the ban due to the social benefits which come from raising money for good causes, and because it typically involves “non-instantaneous draws”.
In 2020 YouGov reported that 13% of the UK population was experiencing some level of gambling harm and there have been increasing calls for the sector’s advertising output to be banned completely.
The ban has been welcomed by gambling support network GambleAware in the wake of the rapid growth of online sports betting, driven largely by deregulation and the increasing use of smartphones.
Guardian Media Group chief executive Anna Bateson said the group was particularly concerned about trapping gamblers in an “addictive cycle” as firms encourage existing gamblers to return to the sites for ‘one more go’ with targeted online advertising.
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Bateson said: “Guardian journalists have reported on the devastating impact of the industry in the UK and Australia, helping to shift the dial and ensure the issue remains high on the public agenda. Studies highlight a clear correlation between exposure to gambling advertising and increased intentions to engage in regular gambling.”
“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.”
GambleAware chief communications officer Alexia Clifford welcomed the Guardian’s plans, saying: “We’re concerned about the impact advertising and marketing can have particularly on children and young people.
“Our research shows that 96% of 11- to 24-year-olds have been exposed to gambling marketing activities in the last month.
“The Government’s recent White Paper missed an opportunity to strengthen regulation on gambling advertising and marketing. Action in this area is critical to protect children and young people from gambling harm.”
The Guardian – which increasingly relies on reader contributions for its income – has banned adverts from fossil fuel companies since 2020.
