GVC backs UK ad restrictions as part of new social responsibility drive

GVC backs UK ad restrictions as part of new social responsibility drive

Wednesday, October 10, 2018 Posted by News Team
Operator to support GamCare youth outreach programme and SportsAid

A wide-ranging set of measures to strengthen its responsible gaming controls and improve its social impact has seen GVC Holdings announce its support for a ban on gambling adverts being broadcast before 9PM.

The support for the ban on gambling adverts around live football broadcast before the 9PM watershed is one of the most eye-catching measures to be taken by the operator. GVC says that “three quarters” of the UK public believe there is too much gambling advertising on television, and  believes new restrictions are the best response. 

However the operator of high-high-profile brands such as Ladbrokes, Coral, bwin, PartyGaming and Sportingbet does not say whether it will voluntarily take steps to ensure its ads do not appear before 9PM. 

GVC is to also enter into a “multi-million pound research partnership” with “one of the world’s leading academic institutions. This, it says, will assess the prevalence of online gaming, identify key causes of harm, and propose a series of improvements to the operator’s solutions. A further announcement is to be made in due course.

The operator will  partner GamCare to support the roll-out of its Youth Outreach Programme across the UK. GVC is to put £500,000 in to the project over the next two years, which will act as an early intervention for young people and young professionals, educating them about the risks posed by gambling. 

Finally, GVC will double its investment in responsible gaming from 2019. That year will see it invest £4m in the programme, though it is unclear whether this will go to the operator’s internal controls or third-party treatment providers. 

“As a leader in the industry, we fully recognise the need to ensure we do everything we can to ensure an enjoyable experience for our players that minimises the potential to cause harm,” GVC chief executive Kenny Alexander explained. “The measures we have set out today demonstrate our commitment to take tangible action to understand and reduce the impact of problem gambling.”

The operator is backing up its new responsible gaming initiatives with a new community programme. Through this programme it aims to support aspiring athletes as well as funding grassroots community and health projects over the next three years. 

This sees GVC strike a three-year partnership with SportsAid, which provides financial support to athletes during the early stages of their careers. Almost two-thirds of the UK team at the London 2012 Olympics were both former and current recipients of support from SportsAid. 

“SportsAid’s primary purpose is to support talented young sports people and GVC will help us to do that,” SportsAid chief executive Tim Lawler added. “A major challenge for us though, is to raise awareness of the charity and we feel, with this long term commitment from GVC that many more people will get to know hear about SportsAid.

“It’s an important time for British sport and SportsAid is well-placed to make a positive contribution. Support such as this from GVC, along with their aim to champion women in sport and disability sport in particular, enables SportsAid to continue making a real difference to the next generation of athletes.”

This is to be complemented by an independent community fund, into which GVC is to provide £2m in seed funding. The UK Community Foundation will be responsible for administering the fund, which will award small scale grants to local good causes that promote grassroots sports and tackle men’s health issues. 

It complements the operator’s existing Ladbrokes Coral Trust, a colleague volunteering scheme that also provides funding for charities such as GambleAware and GamCare. 

“Today’s unique investment highlights the new commitment that the company will be taking to invest and support the communities we serve,” Alexander said. “Through these partnerships we are delighted to be supporting the sporting heroes of the future as well as the local clubs where many of them have started their aspiring careers."


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