Withdrawal of 888 ads sparks debate on London’s advertising dilemma

Online casino company 888, has decided to retract its advertisements from various locations, including the London transport network. This move comes after a wave of public disapproval over the nature of the ads and criticism directed at London’s mayor, Sadiq Khan, (pictured above on the right), for permitting the ads to be displayed.

As the mayoral election looms, Susan Hall, (pictured above on the left), Khan’s Conservative opponent, has joined forces with a leading clinician and a group of peers to question Transport for London’s (TfL) perplexing decision to approve the campaign. TfL has a history of rejecting promotions featuring artisanal cheese, a poster for a play depicting a Victoria sponge cake, and the Wimbledon tennis tournament’s renowned strawberries and cream, arguing that they encouraged unhealthy eating habits. However, despite Khan’s 2021 manifesto commitment to prohibit gambling ads on London’s transport network, TfL has continued to accept promotions for bookmakers and online casinos. This is pending an independent review of the relationship between advertising and gambling-related harm.

Recently, 888.com initiated a campaign on the London Underground, trains, and buses, with slogans like “This carriage is now a casino”. Some black cabs even carried the slogan “Fancy a spin?”. The company stated that the ads “could be interpreted in a different manner to the brand position we aim for”. This decision is believed to be a reaction to criticism of the manner in which the ads endorse online casino games. According to NHS survey data, these games are linked with higher harm rates than most other gambling products. TfL stated that the 888 ads adhered to the advertising regulator’s broadcasting code and its own policies, including the stipulation that the ads should not “trivialise gambling”.

Hall, Khan’s main competitor in the mayoral race, expressed confusion at Khan’s inconsistent stance on what advertisements he permits and bans. She questioned why he would ban ads featuring cheese or strawberries and cream, while appearing indifferent about vaping and gambling ads. Professor Henrietta Bowden-Jones, who supervises the National Problem Gambling Clinic and is acknowledged as one of the UK’s leading experts on addiction, also criticised Khan after seeing one of the ads on the tube. In a letter to TfL’s commissioner, Andrew Lord, the House of Lords group Peers for Gambling Reform argued that the “aggressive” ads contradicted Khan’s manifesto pledge. The group’s chair, Don Foster, stated that TfL’s position on gambling, compared to junk food ads, was “clearly inconsistent”. TfL’s review of its policy on gambling ads has enabled companies like 888.com, chaired by Labour peer Jonathan Mendelsohn, to launch high-profile campaigns. Over the past two years, gambling firms have spent nearly £1.8 million to advertise on the network. 888.com has been hit with some of the largest fines in the history of the British betting industry, including a £9.4 million penalty in 2022 for multiple failings that resulted in customers incurring massive losses during the height of the Covid crisis. In 2017, it was fined £7.8 million, then a record penalty, for similar failings. It also owns William Hill, the current record holder for the highest penalty ever issued by the Gambling Commission, a £19.2 million fine imposed in 2023. While TfL accepted 888’s ads, it has previously banned images promoting food considered unhealthy due to its high fat, sugar, or salt content. Ads deemed unacceptable included one featuring artisanal cheese and a promotion for the Wimbledon tennis championships that included strawberries and cream.

How other European countries compare

In Italy, a significant shift in advertising policy occurred in 2019 when the government implemented a decree of dignity, that would change the landscape of advertising in the country. This decree led to the banning of almost all forms of marketing related to a particular industry. This sweeping ban covered various mediums, from television and radio to print and the internet. The decision was driven by a study that revealed a startling statistic – 3 percent of the country’s population was grappling with harm related to this industry. Meanwhile, other European nations were also following. Countries like Germany, Spain, Belgium, and the Netherlands were tightening their rules around this industry’s advertising. They recognized the need for new regulations, not just for traditional forms of this industry but also for the emerging digital platforms. These included online platforms, virtual games, and even poker matches. Across the Atlantic, the United States had a different approach. Each jurisdiction had its own authority and statutes governing this industry. However, there were general rules that applied across state lines.