An industry group has announced improvements to the code for responsible advertising
New improvements have been introduced by The Industry Group for Responsible Gambling (IGRG) for advertising gambling products on television.
The changes follow a review commissioned in 2014 by the then Secretary of State, Maria Miller, to work out the best way to protect gamblers.
The improvements will form part of a revised version of the Industry Code for Socially Responsible Advertising, which provides a benchmark for the gambling industry.
The current code, which was introduced in 2007, includes the removal of sponsoring operators’ logos from all children’s merchandise, such as replica football kits, and the requirement for adverts to carry information about the Gamble Aware website.
The new code will go further, requiring TV and radio adverts to end with socially responsible gambling messages and making new provisions to cover aspects of marketing on social media.
“The gambling industry has a responsibility to ensure that it takes all reasonable steps to minimise the extent of problem gambling and to prevent underage gambling from taking place,” said Barry Hardy, chairman of the IGRG, adding that “socially responsible advertising is essential if that is to be achieved.”
The reforms are expected to be implemented within the next six months, and will supplement the principal rules governing gambling advertising as set out by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).
The planned improvements:
- A requirement to have socially responsible gambling messages at the end of all television and radio adverts.
- The removal from pre-watershed television advertising of sign up offers that are targeted at new customers.
- Pre-watershed television advertising cannot make reference to other gambling products that would not normally qualify for pre-9.00pm exemption.
- Improved prominence to be given to gambleaware.co.uk in all print and broadcast adverts.
- Reference to gambleaware.co.uk will now have to be included in all television programmes sponsorship undertaken by gambling operators.
- The inclusion of clear 18+ or ‘no under 18s’ messaging on all print and television adverts.
- New provisions to cover aspects of marketing on social media (for example, all gambling operators should have on their corporate webpages (i) responsible gambling messaging and (ii) links through to sources of more detailed information).