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Gaming advertising is now subject to more stringent rules as a consequence of the issue by the self regulatory advertising authority of new guidelines on gaming advertising.
After 3 years from the coming into force of self-regulatory rules on gaming advertising, the Italian self-regulatory advertising has now issued new guidelines on the matter.
Such new guidelines on gaming advertising provide, among others, for a much higher level of transparency for instance in relation to bonus promotions. And indeed, it might be a coincidence, but some of our clients got their bonus campaigns challenged just on the same day when the new guidelines came into force.
Gaming advertising claims that up to a few days ago were considered as standard market practice might now be challenged as a consequence of this new position of the authority and might require a deeper review.
The advertising self-regulatory authority cannot issue fines, but since most of the media companies are signatories of the advertising self-regulatory code, the decisions of the self-regulatory court are usually immediately enforced. The advertising self-regulatory proceeding is usually the fastest and most efficient method to deal with advertising campaigns.
A deep review of advertising campaigns both online, on TV and other media is required as the decision of the self-regulatory advertising court might lead to the loss of major investments behind such campaigns. And it should be considered that the self-regulatory advertising court is attempting to extend their jurisdiction also to the Internet and therefore even advertising gaming banners might fall under their radar.
We will see the future developments of the matter, but the matter shall be taken very seriously by operators.
