Superbet Group has made changes to its marketing strategy in Romania, one of its core territories, scaling back commercial messaging in outdoor advertising.
The multinational betting and gaming group aims to complete the removal of all commercial messages in ‘out-of-home’ advertising during the first half of the year, with the process due to start ‘in the future’.
Where the firm does maintain outdoor advertising, any slogans and content prompting betting and gaming services will be replaced with responsible gambling messaging.
A further step will see the operator remove all out-of-home advertising located within 100 metres of high school facilities, regardless of size or the type of messaging displayed.
A Superbet statement read: “This self-regulation initiative, unique in the Romanian market, further demonstrates that Superbet maintains a constant and open dialogue with regulators, while also cooperating with local and international experts in matters of sustainability and responsible gaming.”
The company’s decision to rollback its commercial marketing comes as betting and gaming advertising falls under the political spotlight in Romania, although changes may not be as strict as first reported.
Earlier in the year, Romanian media monitoring agency the National Audiovisual Council (CNA), voted unanimously in favour of a ‘draft law’ amending the country’s advertising code.
However, a bill proposed to parliament by a National Liberal Party (PLN) Deputy that would ban all forms of advertising for both betting and igaming – including outdoor billboards – has had amendments made to it by two of the representatives’ party colleagues.
Under Adrian Cozma and Daniel Fenechiu’s changes to the bill, advertising in public spaces in areas smaller than 30 square metres will be permitted, as well as some marketing in sports broadcasts.
Regardless of regulatory outcomes, Superbet remains confident in its responsible gambling initiatives and marketing approach in its 10 active locations, including territories such as Romania, Poland and Belgium.
The company, which is already backed by an €175m minority investment from Blackstone Capital, remains focused on a public listing priority in the future, appointing Hans-Holger Albrecht as Chairman last month to play a role in this transformation.