Operators of interactive betting in the United Kingdom may soon be able to advertise their services on television.
The Independent Television Commission said recently that it is putting its Code of Advertising Standards and Practice up for a public consultation that will end on March 28. One of the proposed changes to the code involves relaxing the agency's ban on interactive betting and gaming advertisements on mainstream television.
The ITC published the consultation paper on Jan. 8 and is looking for comments from both the general public and specific groups that have expressed interest in the code. According to a statement released by the agency, this is the most comprehensive review of the code since the dawn of commercial television in Britain.
The entire code--which covers every aspect of advertising, from pressure to purchase to harm and distress to the young, will be addressed in the consultation. Betting and gaming are among the topics on which the ITC is seeking comment.
Ian Blair, the agency's deputy director of programs and advertising, said the aim of the consultation is to create a more user-friendly code that focuses on public protection.
"To ensure that this system of protection works most effectively, it is important that the rule book is transparent, comprehensive and easy to understand by viewers, broadcasters and advertisers," Blair said.
Under the ITC's present rules, interactive betting may only be advertised on interactive television or in print, and only the National Lottery, football pools and bingo may be advertised on television.
The ITC's rules stretch farther than the reach of the law on gambling advertising, a representative of the ITC said. The code consultation will determine whether the ITC's rules should be relaxed. According to U.K. law, betting and gaming may not be advertised on television; the ITC goes one step further and bans interactive betting from television advertising as well.
According to the consultation paper, interactive gaming services have been available via television since early 2000. The Gambling Review Body's report, which was released July 17, recommends that existing restrictions on gaming advertisements be lifted but still subject to content controls. The consultation paper states that the ITC has agreed with the Department of Culture, Media and Sport to a public discussion on lifting its regulations that are in excess of the statutory law on gaming advertising.
The ITC's consultation paper is available via the following link.
Reviewing the Code of Advertising Standards and Practice