Brief: Brit casinos want rules eased

Friday, Jan. 29, 1999 | 11:53 a.m.

The Evening Standard newspaper reported that because of the ad ban, the United States has far more casino gamblers per capita than the UK. Some 35 percent of American adults visit casinos regularly, while just 4 percent of British citizens have been in a casino and only 2 percent are regulars, the newspaper said.

"If you came to Liverpool, you would not be able to find any of our three casinos if you did not have the address. We have to rely on word of mouth," said Stanley Leisure Finance Director Mike Kershaw. "We cannot advertise their whereabouts so we cannot look for new customers."

But the government is expected to relax some of the advertising rules in coming weeks. Casinos would not be allowed to advertise on television, but could participate in promotions with hotels and could advertise in vacation brochures.

Casinos hope advertising will change their reputations, the Evening Standard reported.

"All our research shows people have very extreme views of what casinos are," said Ian Payne, director of Stakis Casinos. "Either it's James Bond, tuxedos and you have to spend 1,000 pounds, or it is a very risky operation controlled by the Mafia, neither of which is true."