UK to Lift Ban on Gambling Commercials & Advertisements

British government has said that the ban on TV and radio gambling ads for casinos, betting shops and online gambling sites is to be lifted in September as part of the new Gambling Act, adding that operators would have to adhere to a new set of “socially responsible” rules.

This means the advertisements must not imply gambling can be a solution to financial problems and the advertisements must not be of particular appeal to children and young people. Under the new guidelines, gambling adverts will not be allowed during shows aimed at under-18s, and anyone who appears under 25 cannot be shown in the ads.

Further rules include advertisers not depicting gambling as a solution to debt, and not linking it to sexual success or enhanced self-image. As with alcohol commercials, gambling adverts must not link the activity to seduction, sexual success or enhanced attractiveness. They must not show gambling which is irresponsible or could lead to "financial, social or emotional harm".

Sports minister Richard Caborn said the government would be monitoring the changes and act if any problems arise. He added that the restrictions "set out clearly what is and isn’t acceptable advertising practice for all gambling operators, while making sure that the protection of children and vulnerable people is a central consideration of all advertising campaigns. "If they are insufficient to ensure proper public protection, the government will consider using its additional powers to impose further restrictions," Caborn commented.

The new rules were drawn up by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), and will be policed by the Advertising Standards Authority, which will investigate any reported breaches of the new code.

Advertisers who break the new rules may be referred to the Gambling Commission or the broadcast regulator Ofcom who will impose sanctions. CAP and BCAP secretary Roger Wisbey said the more relaxed approach to gambling adverts was coupled with a "stringent framework" of rules.

"These changes to gambling regulation mark a significant milestone in the way betting and gaming can be advertised in the UK," he said. "Of paramount importance is making sure that the advertising gambling restrictions provide a high level of consumer protection."

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