The head of High Street bookmakers Ladbrokes has dismissed fears surrounding the imposition of tough new rules governing the broadcast of TV gambling adverts, in the belief that online-only rivals will be disproportionately affected by the curbs.
Riding high on the back of £160m in cost savings following a £4bn mega-merger between Ladbrokes Coral and GVC, £30m higher than first thought, the betting giant believes it is well placed to ride out any regulatory storms.
Adopting a glass half full stance Kenny Alexander, chief executive of Ladbrokes Coral owner GVC, stated: “If there were any clampdowns on advertising and TV, I don’t think it would impact our business as some of our competitors.
“You’ve got to remember that we have a big retail estate, so we have a huge amount of brand presence… we are not just a pure online operator. Online operators would be a lot more affected… It is not something I am particularly concerned about if it came into place.”
Regulators are under increasing pressure to act following the World Cup, after research by The Guardian found British viewers were exposed to around 90 minutes of betting adverts throughout the tournament.