The Impact Of The Gambling Advertising Ban On The Media Market In Kazakhstan

The Parliament of Kazakhstan is discussing a bill aimed at limiting the activities of gaming establishments and regulating their advertising. 

Executive Director of the Central Asian Advertising Association (CAPA) and member of the Advertising Coordination Council under the Interstate Council on Antimonopoly Policy of the CIS Countries, Anna Tyutkova, expressed concerns about the risk of redistribution of the advertising budget from traditional media, such as TV, radio and outdoor advertising, to the Internet, where it is more difficult to monitor compliance with restrictions. This could lead to betting companies continuing to advertise online, which she believes will reduce the effectiveness of the ban.

According to the CAPA’s expert committee, in Q3 of 2023 there was a significant growth in the advertising and media sector, including the Internet, at +29% compared to the same period in 2022. However, this growth should be considered in the context of the influence of other factors, such as the Covid-19 pandemic and an unstable geopolitical situation, which also had an impact on this market.

The association notes that a significant part of the advertising investments of bookmaker companies is not aimed at direct advertising campaigns, reflected in the register of advertisers according to measurement data, but at sponsoring broadcasts of sporting events and other programs. These costs are not always taken into account in monitoring due to their specific nature.

The executive director of CAPA believes that sports betting operators are a significant client category for the advertising and media industry. Restricting sports betting advertising will have a serious impact on the media market.

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