British casino operator Aspers will be the first business to take advantage of the changes to government regulations to permit advertising of casinos in the UK.  Its TV adverts will be aired in the first commercial break after 9pm on the 1st September on ITV Wales and Tyne Tees. 

The advertisements will comply with the strict government rules and gambling industry code for socially responsible advertising.  These require, for example, that a 9pm watershed be respected and that advertisements point viewers to a special website (www.gambleaware.co.uk) where advice and assistance is available about how to gamble responsibly.

Aspers Group is joint venture between the Aspinall family and the major Australian company, Publishing and Broadcasting Ltd (PBL).  It currently operates two provincial casinos under its own brand name as well as the famous Aspinalls Club in London’s Mayfair.  Several more are under development.

Damian Aspinall, chairman and CEO of Aspers Group, said:  “Aspers is about having a fun night out.  Our world-class leisure, entertainment and gaming complexes give our customers everything they need to have a fabulous time.  

“We want viewers to be aware of the full range of facilities that we offer and are glad that we can now compete on a level playing field with the offshore on-line gaming businesses that have been advertising in the UK for years

We have taken great care, however, that our advertisements should be cautious and responsible and should comply with the letter and spirit of the government’s strict new rules.  We fully support the work of the Responsibility in Gaming Trust in developing the www.gambleware.co.uk website.”

The storyline of Aspers advertisements is that an inexperienced and slightly nervous croupier spins the ball but fumbles and fails. He pauses to compose himself. Takes a deep breath.  He tries a second and third time, and eventually spins the ball with such enthusiasm; it ricochets off the side of the wheel and around Aspers.

We follow the ball, as it reverberates around the gaming space, slot machines, live entertainment, TV screens, restaurants, bars, beauty parlour and mini spa until it eventually lands in the main restaurant right bang smack in the middle of a plate of oysters. The croupier politely taps her on the shoulder, gestures with his hand.  She hands it back and smiles. He smiles back.