ADVERTISING AND MARKETING
Transparency and Disclosure: Influencers should disclose their relationships with brands to ensure transparency and prevent deceptive practices. This promotes ethical conduct and protects consumer interests. Gaming and gambling companies should work closely with influencers to establish clear disclosure guidelines and monitor compliance. Responsible Gambling: Messaging: Influencers should uphold ethical responsibilities by promoting responsible gambling practices, providing accurate information, and encouraging healthy gaming habits. Collaborating with organizations specializing in responsible gambling initiatives can provide valuable guidance and resources for influencers and companies. Mental Health and Well-being: Gaming and gambling can have psychological impacts. Influencers should be mindful of the potential adverse effects on their audience and provide access to support and resources when necessary. Promoting mental health awareness, responsible gaming habits, and providing access to helplines or counselling services demonstrates ethical responsibility. Conclusion Influencer marketing in the gaming and gambling industries has become a significant component of businesses’ promotional strategies. However, it is essential to navigate this terrain carefully, considering the legal framework, associated risks, and ethical considerations. Adhering to advertising regulations, implementing responsible gambling messaging, ensuring transparency, and protecting vulnerable individuals are all crucial to the safe and effect conduct of influencer marketing campaigns in the gaming and gambling sectors. Moreover, collaboration between influencers, gaming and gambling companies, and regulatory bodies can further enhance responsible influencer marketing practices. This collaboration can include the development of industry-specific guidelines and best practices that address the unique challenges
faced by the gaming and gambling sectors. It is also essential to highlight the role of education and awareness in influencer marketing. Influencers should be well-informed as to the legal requirements, advertising regulations, and responsible gambling practices to ensure compliance and ethical conduct. Industry associations and regulatory bodies can provide resources, training, and guidance to influencers and content creators. In conclusion, influencer marketing in the gaming and gambling industries has transformed the way brands engage with their target audience. However, considering the legal and ethical implications, this practice must be approached carefully. Adherence to advertising regulations, endorsement guidelines, intellectual property rights, and gambling regulations is essential to avoid legal consequences. Furthermore, companies and influencers must be aware of the potential risks associated with influencer marketing, such as targeting minors, promoting problem gambling, engaging in deceptive advertising practices, and the complexities of social media platforms. Implementing responsible gambling messaging, age verification mechanisms, clear and conspicuous disclosures, and maintaining authenticity and transparency are critical factors in mitigating these risks. Influencer marketing in gaming and gambling can be a powerful and responsible tool for brand promotion where the legal framework is understood, potential risks addressed, and ethical standards upheld. Stakeholders in these industries must collaborate with and educate influencers to ensure responsible and ethical practices prioritizing consumer protection and well-being. Influencer marketing will continue to evolve and shape the gaming and gambling sectors. By navigating this landscape with legal compliance, transparency, and a solid ethical framework, companies and influencers can harness the potential of influencer marketing while maintaining consumer trust and promoting responsible behaviour.
LUÍS PORTELA DE CARVALHO Head of Legal, Clever Advertising For information contact luisportelacarvalho@gmail.com
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IMGL MAGAZINE | JULY 2023
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