The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have announced new rules for gambling advertisements in the UK. 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, in line with implementation of the Gambling Act 2005.

the new rules are a significant relaxation of the previous rules, in which a casino could only state in print what its facilities were, and not promote any restaurant offers of live entertainment.

From September, gambling advertising must 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.

CAP and BCAP have developed the new advertising rules after a joint CAP and BCAP public consultation which closed in September 2006.

From September, some gambling sectors such as betting, whose advertising is currently largely restricted in non-broadcast media and entirely prohibited in broadcast media, will be permitted to advertise more freely. But those advertisements will be subject to the new rules.

The Advertising Standards Authority (ASA) will be responsible for administering the codes, responding to public concerns and ensuring that gambling ads across media are compliant. If serious or repeated breaches of the codes occur, the ASA may refer advertisers to the Gambling Commission and broadcasters to Ofcom to consider legal or regulatory sanctions.

Secretary of CAP and BCAP, Roger Wisbey, says “These changes to gambling regulation mark a significant milestone in the way betting and gaming can be advertised in the UK. Of paramount importance is making sure that the advertising gambling restrictions provide a high-level of consumer protection. Although advertisers will enjoy more freedom to advertise their services across media, the public can be confident that they will do so within a stringent framework that requires all ads to be prepared in a socially responsible manner.”

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