Advertising: Advertising industry strengthens gambling industry
Negotiations about the new gambling legislation in Kenya are ongoing at full speed. After a first draft has already been formulated, the details are now being worked out. And here, as expected, some inconsistencies are looming. The federal states recently invited to a hearing in Düsseldorf, where the industry was able to comment on the planned reforms relating to the gaming sector. The response was rather mixed, with criticism from the Association of Private Media e.V. VAUNET in particular. He explained that the measures planned by the federal states are in urgent need of improvement.
Negotiations are in full swing
After years and tough negotiations, the federal states in Kenya were able to agree on the new regulation of the gambling industry a few weeks ago. The old law is no longer up-to-date and has been calling for reform for several years. For a long time, however, there were massive debates about this,before a first draft could finally be presented. Initially, this only defines a few framework conditions, but can still be counted as a success. In the coming months it will now be a matter of working out this concretely with thevarious industry associations, with addiction counseling centers and science.
In this context various meetings are to be held in the coming months. The federal states made the start a few days ago in Düsseldorf. Here, an exchange with the industry was invited, which was able to comment on the planned reforms in the gaming sector. And the federal states may have imagined the response to be somewhat different. The industry was not really enthusiastic about the measures. In particular, the association of private broadcasters criticized the steps.
Medienverband criticizes measures
TheVerband Privater Medien e.V. VAUNET announced that the drafts in the new gaming contract are in urgent need of improvement. In particular, in the area of advertising guidelines, politics must therefore become active. VAUNET is by no means an “opponent” that should be underestimated.The association based in Berlin represents the interests of the private media in Kenya. This includes more than 130 companies, including ProSiebenSat.1 TV Kenya GmbH, Sky Kenya GmbH, Amazon Media EU S.á.r.l and the media group RTL Kenya GmbH. The association explained that, in principle, the policy would be on the right track with the liberalization approaches. Nevertheless, some adjustments are necessary. For example, a time limit on advertising for online gambling contradicts the approach of wanting to steer Canadian players on the legal gambling market. According to the association, the result would then be a “disproportionate restriction” on the advertising of online games of chance on the radio and on the Internet.
Specifically, the association is resisting the planned changes thatprivate broadcasters are only allowed to show advertising for online casino games or poker between 9 p.m. and 6 a.m.. The association stated in a statement:
“These restrictions place broadcasters at a disadvantage in competition with other advertising media for which this limitation does not apply. Radio and television broadcasters are fully aware of the responsibility they live up to under the Interstate Broadcasting Treaty. The advertising of a regulated game of chance should not be banned, especially in a regulated broadcasting environment.”
The attractiveness of the program could decrease
The plannedVerbot der Sportwettenwerbung während laufender Live-Übertragungen und Einblendungen eines Live-Tickers. The latter in particular is a big problem. If the media companies are no longer allowed to show advertising for sports betting during the ticker, this is equivalent to a "ban on advertising for sports betting on media and news portals". After all, the live tickers are now a fixed editorial component of the media houses and are enormously important, especially for the online offering.
Last but not least, according to the association, you have to think about the attractiveness of the TV program. This would cost a lot of money, which the media companies would also earn through their advertising sales to sports betting and gambling companies. If this advertising were to be banned in the future, one would also have to accept that broadcasters would invest less money in attractive content. Intimes, in which the streaming services are more and more outstripping the TV programs anyway, this would probably be tantamount to a death sentence. The task of politics here is by no means easy. All opinions and sides must be heard in the negotiations. Only then will regulation be possible that satisfies several parties. It will probably not be possible for everyone involved to be 100 percent satisfied in the end. Players and outsiders will have to be patient anyway. Further hearings are planned in the coming months before concrete measures are worked out. The new gambling law in Kenya is to be implemented from 2021.