In 2014, CAP and BCAP reviewed key recent research surveys on gambling advertising. We wanted to know if the research identified areas for improvement in the gambling advertising rules we introduced in 2007. We concluded that the research supported CAP and BCAP’s approach of combining content and targeting rules. However, we were and are aware that gambling is a sensitive area. The key research report CAP and BCAP looked at discussed “risk factors” in the spread of problem gambling behaviour. CAP and BCAP therefore issued a call to experts to submit evidence on risk factors to help develop guidance for advertisers.
The Risk Factors Exercise document sets out CAP and BCAP's consideration of the responses they received. It discusses the key themes and areas for further enquiry, such as social games and social media. CAP and BCAP acknowledge that gambling is a sensitive area with a moral dimension. The emphasis of the exercise is on how to prevent advertising from encouraging problem gambling behaviour. Overall, CAP and BCAP conclude that the evidence does not produce greater detail on how to do this. However, they commit to considering evidence as it arises and working with other regulators in the field.