The U.K. Gambling Commission (UKGC) on Friday published the responses to its consultation on gambling advertisements and their impact on responsible gambling.
The UKGC earlier this year granted operators, advertising agencies and channels the opportunity to respond to the revised advertising rules that gambling operators will be expected to follow beginning Sept. 1, when the Gambling Act goes into effect.
For instance, the rules, released in March by the Committee for Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), dictate that both broadcast and non-broadcast advertisements for gambling services in the United Kingdom must not appeal to children or young persons by showing any images associated with youth culture.
Furthermore, the rules prohibit gambling advertisements from being directed at children in any form of media, and must not feature anyone who appears to be under 25. Television and radio advertisements will be banned during programs aimed at those under 18.
The rules are not just directed at protecting minors. They also state that advertisements may not: depict, condone or encourage gambling behavior that is socially irresponsible or could lead to financial, social or emotional harm; suggest that gambling can be a solution to financial concerns; or link gambling to seduction, sexual success or enhanced attractiveness.
Meanwhile, the gambling industry is developing a Code of Practice on social responsibility in advertising that licensed U.K. operators will be expected to adopt as of September 1. It will contain a requirement that all gambling advertisements, regardless of the media, include conspicuous information directing people to a new public awareness Web site launching later this year that will offer consumers a range of information about responsible gambling and sources of help for problem gamblers. The Commission recommends operators include further social responsibility messages within their advertising. The code will be subject to an ongoing review by the commission until a full re-evaluation is undertaken in 2009.
UKGC Chairman Peter Dean welcomed the outcome of the consultation and encouraged the industry to continue working on the code.
"We welcome the industry code of practice which will supplement the CAP and BCAP codes of practice for the advertising and promotion of gambling," Dean said. "These three codes recognize the need to protect children and vulnerable people from being harmed or exploited by advertisements that feature or promote gambling."
Click here to view a copy of responses from the industry.