YouTube to Open Up ‘Most Prominent’ Ad Space to Gambling Operators

At a time when many a notable person or organisation is calling for a complete ban on gambling advertisements, online video giant YouTube is heading in the completely opposite direction.

Later this month, they will open up their ‘masthead’ ad space – which YouTube themselves describe as the most prominent available – to all licensed betting firms.

The new policy, which will commence on October 21, could see more gambling brands securing a key piece of marketing real estate moving forward… at a time when their opportunities to advertise elsewhere are becoming thinner on the ground.

Licensed Gambling Ads on YouTube

Google, who own and operate YouTube, are happy to go against the grain, with campaigners in the UK, US and other locations around the world calling for a partial or complete ban on gambling ads.

They particularly want betting firms to be prohibited from advertising on platforms that aren’t protected by age limits or watershed hours, such as social media.

YouTube falls under the same category, so it will be interesting to see how they prevent children and vulnerable adults – remember, anyone can watch YouTube videos as a ‘guest’, without the need for a comment – from consuming gambling ad content.

At least the YouTube ads will be restricted to licensed betting firms only, with only those approved by Google and who hold the tech giants’ gambling certification able to advertise in the masthead.

The Cost of YouTube Masthead Ads

It’s generally accepted that the most effective online ads are those placed as high up the page as possible.

That’s why YouTube’s masthead is so in demand, with viewers seeing the ad before they have scrolled down to browse the carousel of videos or click play on their chosen content.

Although there’s no set price to advertise on the masthead, as the cost differs across different campaigns and even times of the day, it can attract a fee of hundreds of pounds to advertise at peak moments.

Gambling firms in the UK have, historically, spent big on ad campaigns, however one of the impacts of the Gambling Tax hikes – first rolled out in April of this year and continuing in April of next year – has seen brands cutting down on their promotional spending.

They will now face a choice as to whether they want to get many eyeballs on their brand at an exorbitant cost… particularly key in an increasingly competitive market and at a time when unlicensed operators are spending millions on social media marketing.

Safe, Legal Gambling Ads

At least Google are doing their bit to promote licensed, safe gambling… not something that can be said for some of the other tech behemoths, like Meta.

They have long been accused of turning a ‘blind eye’ to ads run by illegal betting sites and bookmakers, with Facebook in particular plagued by such promotional activity. Former Gambling Commission executive director Tim Mille described Mark Zuckerberg’s outfit as ‘taking money from criminals and scammers’ and ‘simply choosing not to’ take any action.

That’s one of the reasons that a House of Lords committee has called for a blanket ban on gambling advertising in the UK. They have cited the example of the tobacco industry, which was banned from promoting smoking in 2002 – the decline in smokers since is said to be around 20-30%.

Of course, any ban on licensed firms promoting their platforms would be music to the ears of the black market, who already spend around £850 million a year collectively advertising on any channel that will let them.