How to advertise online gambling products the right way


For most companies, advertising is key to acquire new customers, generate revenue, and future-proof their business. Think about it; even billion-dollar companies like Apple, Google and Facebook buy full-page ads in newspapers and run targeted campaigns across their social networks. If you get comfortable with your current success, you will rather sooner than later get left behind.

In some niches, advertising your product can be a little more tricky. Think about pharmaceutical drugs, porn and gambling; it’s part of life for most adults, yet you will receive a lot of pushback from partners when trying to book advertising space. The reason is the negative connotation that many people associate with these niches. As a business owner, it is your task to establish yourself as a responsible advertiser that adheres to local laws and ensures that your ads reach the correct target group and that group only.

Here are a few tips on how to advertise your gambling product – whether it is an online casino and their sister sites, poker portal, or betting site – the right way.

Be knowledgeable of local laws

The beauty of the Internet is that you can reach millions of potential customers from around the world at the click of a button. Think about it; when setting up a Google campaign, you can choose whether you want to target to, e.g. UK customers only, or also include people from the US and Canada. The more countries you add, the higher the ad reach and the potential return on investment. However, be aware that laws, especially around gambling, differ from country to country.

In the United Kingdom, online gambling is fully regulated, meaning that you can apply for a local advertiser license and publish your ads. In the United States, the legality of marketing gambling products is far more tricky and, in most states, illegal!

Be sure to be aware of local laws before launching an advertising campaign, or you will soon face serious troubles such as a permanent closure of your advertiser accounts or, in more severe cases, hefty fines and criminal prosecution by the local state authorities.

Don’t target minors

Whatever you do and wherever you do it, the golden rule is never to target minors. Gambling is predominantly fun and will always be an essential part of human existence (after all, gambling dates back to 3000 BC). Still, it is imperative to keep it out of reach from vulnerable people.

In online advertising, you have a range of tools available to narrow down your target group and exclude anyone who isn’t an adult yet. Always make sure that you make use of these tools to avoid your ads showing to people that cannot comprehend the full consequences of their actions. It’s not only morally the right thing to do but also legally, as countries such as the United Kingdom are extremely strict about any offences in regards to minors and other vulnerable people.

Be transparent about bonus offers and promotions

At the beginning of the century, when online casinos were still brand new, it was common practice to be a bit blurry when it came to describing bonuses and promotions. Lure players in with a few free spins and hide all the drawbacks in the fine print. It worked, and it worked well for some gambling companies!

However, times have changed, and the online gambling industry has evolved from a dodgy business niche with headquarters in the Carribean islands to publicly listed companies in the world’s most powerful countries. With it comes the duty to be transparent about bonuses and promotions, and not give your customers the wrong impression about your business right from the start.

In the United Kingdom, there has been a huge shift towards transparency and fairness in the world of online casinos and sports betting. Brands such as PlayOJO and Casumo have removed any sort of wagering requirements from their free spins offers and also voided the maximum cashout. It doesn’t only make their brands more attractive but also advertising much more straightforward. In the end, there is nothing to hide and the message is clear!

Online gambling will always be a business area that has more restrictions attached to it than others when it comes to off- and online advertising. However, if you adhere to the core principles, both morally and legally, there is no reason why your next campaign shouldn’t be a huge success!


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