Sky to introduce new limits on gambling ad broadcasts

Sky to introduce new limits on gambling ad broadcasts

Monday, November 5, 2018 Posted by News Team
One ad per commercial break limit is to be followed by new technology to block gambling ads entirely

UK broadcaster Sky has pledged to limit the number of gambling advertisements broadcast to one per commercial break from August 2019. 

The new limit will be introduced to coincide with the start of the 2019-20 Premier League season, the Daily Telegraph reports, and will apply to all channels for which Sky sells advertising.

This means that Channel 5, which is owned by US mass media conglomerate Viacom but for which Sky is responsible for selling advertising, will also be subject to the new gambling ad cap. 

Sky UK chief executive Steven van Rooyen told the Telegraph that the measure had been launched in response to customer concerns about the abundance of gambling ads being broadcast. 

“That’s why we’ve committed to limiting the amount of gambling ads on Sky and better protecting those vulnerable to problem gambling,” he said.

Van Rooyen also called for action to tackle online advertising, which he said presented a real danger to minors and vulnerable people due to the lack of controls on gambling advertising. 

Until online advertising was regulated as strictly as TV, he said, there would be a “real danger” for at-risk groups.

The gambling ad cap is to be followed by new controls that will allow Sky TV subscribers to block the ads entirely. From 2020, subscribers will have the option to have their set top boxes, as well as those from rival broadcaster Virgin Media, replace gambling ads with alternative commercials. 

The introduction of the new controls is expected to cost Sky, which the Telegraph says controls around half of the UK’s gambling advertising market, millions in advertising revenue.

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