Gambling advertisements: ASA ensures the odds are in favour of consumers
31 August 2007
From 1 September consumers may begin to notice a change in the way gaming and betting services are advertised. This is because the Gambling Act 2005 has given some gambling sectors such as betting more scope to advertise than at present. For instance, casinos will be able to advertise on TV for the first time. In response to this the Advertising Standards Authority wants the public to be assured that new gambling advertising rules will come into effect at the same time in order to protect consumers.
Advertisers will have to adhere to a robust and rigorous set of advertising codes that are designed to ensure all gambling advertising is socially responsible. The ASA will administer the strict new advertising rules on behalf of consumers. The advertising codes were drawn up following public consultation by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). The emphasis of the codes is on protecting consumers; in particular the young and vulnerable members of society.
Members of the public will be able to complain to the ASA about ads that they think are socially irresponsible or could lead to harm. The ASA will respond quickly and effectively to these concerns and where it finds ads that are in breach of the Codes it will have them removed from the public domain and prohibit them from appearing again. Where serious or repeated breaches of the codes occur the ASA can refer problem advertisers to the Gambling Commission and broadcasters to Ofcom to consider legal or regulatory sanctions.
How can I complain about a gambling ad?
The ASA encourages any member of the public who believes a gambling advertisement that they have seen, in any media, to be problematic to lodge a complaint by phone, online or by post.
Click here for further details on how to lodge a complaint:
http://www.asa.org.uk/asa/how_to_complain/
What standards do gambling ads have to adhere to?
The gambling rules for non-broadcast and broadcast advertisements are stringent and comprehensive. In summary the rules say that gambling advertisements 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.