Mr Green CEO exclusive Industry has itself to blame for advertising woes
Mr Green Ltd CEO Jesper Kärrbrink believes the gambling industry needs to "keep the balance" with advertising – and only has itself to blame for current criticism.
Gambling advertising has received a wide array of opposition in recent months, with the Italian coalition government declaring a total ban (effective from 1 January 2019) and Australia prohibiting gambling adverts during live sport.
Politicians in both the UK and Spain have called for similar action and Kärrbrink feels operators cannot be surprised if people are "annoyed."
He told Gambling Insider in an exclusive interview: "The industry has itself to blame, because we are polluting TV channels with the same message all the time. Deposit here and get 500 free spins, etc. So we have ourselves to blame.
"It’s because there are a lot of people annoyed with gambling advertising. It’s an entertainment product.
"There are absolutely a lot of people who are consuming it and we have to make sure that we do what we can to keep the balance."
In keeping the balance, the Mr Green CEO acknowledges the industry needs to diversify from methods which can easily come across as "aggressive" and "greedy."
He explained: "There are few industries where people have so many views on these things.
"I think we as an industry have a lot to blame ourselves for; being too aggressive and having this business model of buy, buy, buy new customers all the time. We almost come across as greedy in that sense."
The full interview with Kärrbrink will appear in Gambling Insider’s Malta Focus magazine. Register here for free access.