Spain Government Approves Advertising Ban Modifications Offered by Operators

Spanish operators have come up with a solution for advertising ban policy to avoid more Draconian restrictions by the new coalition government.

DGOJ Approval

The self-imposed advertising code presented by operator trade association JDigital was approved last week by Spain Dirección General de Ordenación del Juego (DGOJ), with changes scheduled to take effect January 15, 2020.

The Modifications

The majority of the changes proposed in Spain resemble voluntary codes in other regulated markets designed to protect youth. The bans are against prominent responsible gambling messages in advertising and centered around prohibitions against depictions of famous athletes gambling; prohibitions of celebrity endorsements for celebrities with predominantly youthful followings; and prohibitions of depictions of anyone gambling who appears to be under the age of 25.

More New Adaptations

Further restrictions on advertising in the Spanish market will include the limiting of welcome bonuses in promotional pitches to a maximum of €200, and prohibitions of bonus offers during live broadcasts of sports, racing or other events of a “competitive nature.”

Whistle to Whistle Avoided

The rules do not call for the most unpopular measure, the blanket ban on all gambling advertising during live sports events, which is in effect in other prominent markets including the UK.

Representation in Jdigital

Jdigital’s members include both leading international brands such as Bet365, GVC Holdings and The Stars Group as well as local independent brands including Luckia and R Franco.

Policy Shift in Government

The policy was set to undergo a shift with last week's general election in Spain, with the lack of an outright winner resulting in frantic talks among the main parties to form a government coalition parliamentary majority expected to produce even more stringent restrictions on the gambling front.

Outlook

With DGOJ approving the changes for now, it appears operators in Spain dodged a bullet at worst, and at best achieved a happy medium at best for self-imposed restrictions that meet the general needs of society and the state in the attractive Spanish market. The ability of operators to self-regulate could set a productive precedent where operators have a more proactive hand in formulating policy as a cooperative effort not only in Spain, but all jurisdictions moving forward.