When it comes to ads for betting and gambling products, the stakes are high. Bearing in mind the personal and financial dangers that can come with addictive behaviours, gambling advertisers should make sure that their promotions are socially responsible and fair to their consumers. This Advertising Guidance covers a range of important topics and things to avoid, such as presenting the terms and conditions for offers in confusing ways, targeting gambling offers at children through the use of graphics they might find appealing, or using claims and graphics that encourage people to gamble in a way that’s irresponsible or harmful.



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