Gambling – Changes to Advertising Rules

The Committees of Advertising Practice (CAP) earlier this month published new tightened standards concerning gambling advertising which will come into force on 2^nd April 2018.  These standards will be enforced by the Advertising Standards Authority (ASA), will focus on adverts appealing to problem gamblers and on free bets and bonuses.  The revisions include:

• Restrictions on  ads that create an inappropriate sense of urgency like those including “Bet Now!” offers during live events,
• Which curb trivialisation of gambling (e.g. encouraging repetitive play),
• prevent advert which provide an irresponsible perception of the risk or control (eg “Risk Free Deposit Bonus”),
• provide greater detail on problem gambling behaviours and associated behaviours indicators that should not be portrayed, even indirectly,
• prevent undue emphasis on money-motives for gambling, and
• provide more detail on vulnerable groups like problem gamblers that marketers need to work to protect.

The full text of the new standards and explanatory notes can be found here.