The UK Gambling Commission (UKGC) has published the findings and recommendations of its first ‘Co-creation Workshop’, an event in which industry marketing stakeholders shared their knowledge and experience in adjusting to the UK’s new advertising standards.
Hosted on 12 September, the UKGC Workshop heard feedback from marketing leaders with regards to complying with new UK advertising requirements related to promotions, terms-&-conditions and customer interactions.
The Commission notes that it has been a disruptive year for marketing teams adjusting to the industry’s mandatory whistle-to-whistle advertising ban on sports broadcasts.
Workshop objectives included promoting collaboration between stakeholders, driving cultural change, providing external perspectives, facilitating safer gambling strategies and harmonising brand development with responsible advertising.
The event saw UK marketing agency INDICIA present guidance on ‘developing successful, non-gambling customer-centric advertising campaigns.’
Providing external perspectives, UK consumer research group 2CV presented findings on their study ‘How Gambling Fits into People’s Lives’.
Attending delegates would also analyse the latest industry marketing research conducted by Ipsos MORI on betting advertising coverage and exposure towards young and vulnerable audiences.
Closing its update, the UKGC confirms that it will maintain its Marketing Workshop event for next year.