March is Problem Gambling Awareness Month (PGAM), as designated by the National Council on Problem Gambling (NCPG). The iGaming industry supports this initiative, highlighting the significant number of individuals affected by gambling-related harm and the serious financial and social impacts on communities. The NCPG emphasizes that responsible marketing is crucial for preventing such harm.

“Responsible” means more than just promoting safe play. In programmatic marketing, even top campaigns can be placed next to content that goes against responsible gaming, which can harm both brands and individuals.

  • Regulatory fines or restrictions
  • Brand-safety crises and reputational damage
  • Wasted budget on audiences you never meant to target

The Hidden Risk: Non-Compliant Placements

Search-based and programmatic platforms quickly determine ad placements. Without proper safeguards, a good campaign may appear on unsuitable pages.

  • Promote in unlicensed territories
  • Encourage under-age play
  • Inadvertently place ads next to loan schemes or “chasing losses” advice

Cleaning up after the fact is expensive for compliance teams, and for acquisition teams, each misplaced impression reduces ROAS.

We have launched a free resource for iGaming marketing and compliance professionals to address misplaced PPC ads – a comprehensive negative keyword list categorized into 12 responsible gaming sections and available in 6 languages. Click here for more information.

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