Turner says it’s Pablo’s “responsibility” to Betfair to create campaigns that people are going to be interested in, but this is tricky to balance with the incoming regulation. Pablo has worked with Betfair for several years and was formally appointed as its ad agency in 2020. In October a fresh set of the Committee for Advertising Practice (CAP) advertising regulations will restrict the use of celebrities in gambling marketing, crack down on those that appeal to under 18s, and censor ads that present gambling as fun or exciting.Ĭhris Turner, Pablo’s director of planning, says all current work was crafted “through the lens of what the regulations will be in October.

Pablo was tasked with finding a way to entertain viewers – but that’s grown ever-harder.