In this article
Betting on television and the media’s responsibility
“An end to the madness!” was the campaign that marked the start of the first Rama government’s time in power, five years ago. The propaganda sought to plant in citizens’ minds the idea that the government’s main aim was “the health of the people and freeing them from vice”.
The idea that “gambling” was being fought won sympathy among ordinary citizens, even though a different game was being played behind the scenes. But this article is less concerned with discussing politics or that campaign than with drawing attention to what is happening today.
This June and July bring the betting companies’ highest level of activity because of the 21st edition of the World Cup. Precisely this activity has prompted all television channels to create or adapt programmes focused on Russia 2018. But more than football in Russia, the channels’ attention is on attracting sponsorship, because there is no other reason for a station such as ABC News, an entirely news-focused channel, to create sports programmes out of nothing.
Nothing against sponsorship, but ethics have gone in the bin! Betting companies are present in the studios as well as in the advertisements. Presenters and hosts invite their guests to place bets LIVE!
And at no point do they appeal to viewers or warn them that betting is addictive and is not permitted for minors.* Even Albanian Radio and Television, which is also a public broadcaster, is no exception.
At a time when betting companies have multiplied, advertising has no limits either. “Superbast” is the company that has released an advertisement in which two young men, given the bullying nicknames “Boli” and “Qorri”, bet on an elderly woman’s death! What this advertisement teaches is entirely at odds with society’s values.
The commercial is broadcast without difficulty on digital television packages and in programmes sponsored by this betting company. It can also be found on YouTube, and nothing is said about it!
Abroad, Burger King’s extremely discriminatory and unethical advertisement caused an uproar and considerable debate, offering Russian women free service if they became pregnant by a footballer during the World Cup.
The Audiovisual Media Authority and the Gambling Supervisory Authority need to act!**
Where are the institutions? Where is the Audiovisual Media Authority, AMA?! The Gambling Supervisory Authority, AMLF?!
May you win!
*Paragraph 1 of Article 6 of Law no. 155/2015 “On Games of Chance” states that “the organiser of games of chance is prohibited from employing, or allowing persons under the age of 21 to enter or play in, gambling premises”.
**Paragraph “1.1” of Article 53 of Law no. 155/2015 “On Games of Chance”, in the section on “Administrative offences”, states: The organiser of games of chance shall be fined 500,000 (five hundred thousand) lek in cases where “it employs persons below the age permitted under the provisions of this law, allows their presence on gambling premises or permits them to play”.