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11 May 2006
While Senator Bob Goodlatte’s bill continues to concern operators of online casinos, further U.S. legislation concentrating on gambling advertisements has the potential to weaken the industry even further. If Goodlatte’s online casinos bill goes ahead, further legislation is only a matter of time. The question then is how will online casinos advertise their gaming products?
The U.S. Department of Justice was at the center of controversy last year following its decision to warn several major media groups against running advertising that promotes gambling at online casinos. While the Department was castigated for heavy handed tactics, many online casinos stated that banning traditional forms of advertising would only encourage them to find new and diverse mediums for their marketing campaigns. In an interview with a well-known technology magazine last year, one gaming operator advised that online advertising is proving just as effective for online casinos as traditional print, television and radio advertising has in the past.
However, if Senator Goodlatte is successful in having his bill passed by the U.S. Senate, online casinos could be forced to radically rethink their presence in the U.S. gambling market. While many online casinos have sought to decrease their dependence on revenues from U.S. casino players in the last year, the majority of most casinos’ profits still come from the U.S. |
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