Guardian Will Ban Gambling Advertising

This story was published more than 1 year ago.

Today, UK media brand Guardian Media Group has announced that they're going to be banning gambling advertising for all of its verticals, although an exception will be made for lottery advertising.

The change is taking effect immediately and will see gambling ads banned from newspapers, websites, video, audio, and on apps from the company. The Guardian publishes the major UK newspapers The Guardian, The Guardian Weekly, and Observer.

The company is claiming that the move is being made due to high amounts of money that are lost to gambling operators around the world, as well as following in the footsteps of Premier League clubs, who've decided to ban gambling sponsorships on team shirts.

Interestingly, The Guardian tried to enter the gambling industry, having launched a white-label betting site GoWager through FSB Technology. The company pulled out of the agreement in 2015, and the GoWager brand went under in 2021.

Regarding the change, Guardian Media Group CEO Anna Bateson said, "We understand and respect that millions of our readers, including our reporters and staff, are passionate sports fans who may occasionally choose to engage in gambling as part of their sporting experience.

"It is a matter of personal freedom, and we have no issue with that. We fully support the enjoyment of sports and respect individuals' choices to participate in occasional gambling on football, horse racing, or any other sport.

"High quality advertising is welcome on our platforms, and plays an important role in helping to fund the The Guardian's journalism, something more and more brands and agencies mention in our conversations.

"They want to advertise within trusted media environments that represent the values of their audiences."

About the author

Therese Williams // UK Correspondent
Therese Williams
Therese is a fervent fan of slot machines and pub fruities, often trying her luck at some of the top online casinos. She covers news for Casino Listings with a focus on the UK and Europe. Therese studied arts and creative writing at university and has written for newspapers in the UK.
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barbadosslim93's picture
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15 June 2023 - 6:25pm

If you ask me, this isn't some goodwill move or responsible measure by Guardian, but rather the choice to get out of a vertical that'll be restricted eventually. This gives Guardian the chance to adapt and adjust before a lot of their competition is forced to.

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20 June 2023 - 2:06am

I'm sure someone did the calculation to work out whether the advertising revenue was bringing in more than they might be losing by turning off some of their readers. It's a traditionally left wing paper so there is a lot of vocal opposition to the ads.

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