New gambling advertising rules announced
13 March 2007
The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have announced rigorous and robust new rules for gambling advertisements. The rules are designed to ensure that all gambling advertisements are socially responsible with a particular regard for the need to protect children and vulnerable members of society. The new rules will come into force in September 2007.
From September 2007 some gambling sectors such as betting and gaming will have more scope to advertise in non-broadcast and broadcast media. The Advertising Standards Authority will be responsible for administering the codes, responding to public concerns and ensuring that gambling ads meet the high standards laid down in the rigorous and robust new rules. The rules are designed to ensure that all gambling advertisements are socially responsible with a particular regard for the need to protect children and vulnerable members of society.
In summary the rules ensure that advertisements for gambling do not:
- Portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm
- Exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons
- Suggest that gambling can be a solution to financial concerns
- Link gambling to seduction, sexual success or enhanced attractiveness
- Be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture.
Download the gambling advertising rules in full [PDF document].
Guidance for the industry on the gambling advertising rules can be found at www.cap.org.uk/gambling.
Frequently Asked Questions
Why are new advertising rules for gambling being introduced?
The Gambling Act 2005 gives some gambling sectors, such as betting, more scope to advertise than at present. In response to this and following a public consultation the Broadcast and Non-broadcast Committees of Advertising Practice (BCAP and CAP) have introduced new advertising rules to ensure gambling advertising is socially responsible with an emphasis on protecting young and vulnerable members of society. The Gambling Act 2005 comes fully into force in September 2007. The finalised gambling advertising rules will come into effect at the same time.
What gambling services will be allowed to advertise from September and in what media?
Currently gambling advertising is largely restricted in non-broadcast media and all casino and betting shops advertising is prohibited in broadcast media. From September 2007, licensed casinos and betting will have more scope to advertise, including on television and radio. But those advertisements will be subject to the strict new CAP and BCAP rules.
Who will enforce the new rules?
The Advertising Standards Authority is responsible for administering the advertising codes and will respond to public concerns about gambling advertisements. Any advertisements found in breach of the codes will have to be amended or withdrawn and will not be allowed to appear in the public domain again. If serious or repeated breaches of the advertising codes occur then the ASA may refer advertisers to the Gambling Commission and broadcasters to Ofcom to consider legal or regulatory sanctions.
How will the rules ensure that children are protected?
The gambling rules for non-broadcast and broadcast advertisements are stringent and comprehensive. In summary the new rules state that advertisements for gambling must not:
- Link gambling to seduction, sexual success or enhanced attractiveness.
- Exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons
- Be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture.
Furthermore, the rules prohibit advertisements for gambling from being directed at children in any media. Gambling advertisements on TV may not be advertised in or next to children’s programmes or programmes likely to appeal particularly to children.
Where can I read about the Gambling Act?
To find out more about the Gambling Act 2005 go to the Department for Culture, Media and Sport (DCMS) website http://www.culture.gov.uk or the Gambling Commission website http://www.gamblingcommission.gov.uk.
How can I complain about a gambling advertisement?
If you see a gambling advertisement that you believe is misleading, harmful or offensive then you can contact the ASA by phone, online or by post. Click here for further details.