Issues in Advertising for Casinos and Trends in the Worldwide Internet Gaming Industry
The issue of online gambling and betting in general has always been a murky one when it comes to state and federal laws. Making the issue even more difficult is how can anyone — from brick-and-mortar casinos to online gambling sites to advertising companies — effectively market on the internet.
While online sports betting and casino games are not high on the list of priorities for most crime-fighting agencies, there is still surprisingly little settled law on the matter of online gaming and advertising. Though humans have been betting for decades or centuries on the outcome of everything from horse races to football games to whether they can parallel park without hitting the curb, online gaming is a relatively new activity.
Web designers and search engine optimization specialists working in the US and around the world need to be aware of a number of issues when deciding to work with a casino in their efforts to market their brand online. Even though such advertising is likely not to be illegal or looked upon badly by authorities, it is always better to be safe than sorry.
For web design companies, probably the most important consideration is to make sure that they have standard rates for services and products that they charge to all of their clients. Doing advertising or performing design services for a casino should not involve any special treatment or reduction of prices. It should also definitely not involve a change in the way the company takes in revenue, from a fee-based service to taking a percentage of any gambling losses.
In fact, it may just be better for website marketing companies not to take any percentage of losses from online gaming sites. While performing standard services like article writing and submission and directory submissions can be standardized across industries, having a revenue-sharing deal with a sports betting company or poker room can be viewed in a more negative light by authorities.
It is also important for web designers to have numerous types of clients and not focus just on the gaming industry. Having a lot of other websites in other industries will send a clear message to anyone that the company is involved in marketing and design, rather than just a casino advertising front company.
Finally, staying out of the day-to-day business of actual betting will be important for web service providers advertising for casinos. Advertising agencies should only work with licensed gambling companies, to begin with. And then, the website service company should keep away from the activities of taking bets on sports games.
There are a lot of myths floating around about whether or not it is legal or ethical to advertise for online casinos or online gaming websites. Unfortunately, many of these myths have arisen out of the lack of clarity in settled case law, and the myriad differences between state and federal gaming laws. There is also a move by states in the US and around the world to legalize internet gambling, as well as a recent order by the World Trade Organization that the United States must begin to drop its long-standing restrictions on offshore sportsbooks and casinos.
With these changes in the industry and the liberalization of internet gaming laws, it is no wonder that so many websites just stay away from the issue entirely. But the trend throughout the world is definitely towards allowing internet gaming and betting in some form, and a move towards freer trade in using offshore sources for gambling on sports or playing casino games.