The gambling industry has taken the collective decision to tighten up its advertising code, in an effort to strengthen its social responsibility. The gambling industry continues to work with the UKGC and IGRG in order to promote responsible gambling in all areas and the news comes just weeks after the UKGC partnered with PIPCU to reduce gambling advertising on illicit websites.
The changes followin the wake of work undertaken by the Industry Group for Responsible Gambling (IGRG) as part of a wider review into all aspects of gambling advertising.
The improvements to be made include:
- 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 (such as casino or poker products)
- 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).
The improvements will form part of a revised version of the Industry Code for Socially Responsible Advertising Code and will be implemented within six months. The original press release contains a full analysis of the new steps to be implemented.
The news is sure to be welcomed by responsible gambling advocates across the country. If you’ve ever felt like your gambling was getting out of control, check out our self-exclusion guide to give you some ideas on how to keep control.