ASA Gambling Survey reveals advertisements are a safe bet
21 February 2008
The Advertising Standards Authority (ASA) has published the findings of its Gambling Compliance Survey 2007. The report reveals an exceptionally high compliance rate, with 99% of ads surveyed adhering to the Advertising Codes.
The ASA’s Compliance team conducted a survey across media between 1 September and 31 October 2007 in order to assess the compliance rate of gambling ads with the new tightened gambling advertising codes. Strict new gambling advertising rules, designed to ensure that gambling advertisements are socially responsible with a particular regard to protecting young people and vulnerable members of society, came into effect on 1 September 2007.
In total 784 advertisements were monitored and only seven, 1%, seemed to breach the Advertising Codes. The team assessed 312 press and magazine ads, 344 internet banner or pop-up ads, 56 TV ads, 31 Radio ads, 28 direct mailings, 8 circulars and 5 outdoor ads. Six of the seven ads that seemed to breach the Codes were TV ads four of which were produced by one advertiser. The only other potential problem was an Internet pop-up ad.
The advertisers whose ads seemed to breach the Code were contacted and the Compliance team sought assurances that the ads will not be run again. Action was taken by Compliance against those ads that appeared to breach the Codes. Ongoing monitoring of gambling ads across all media will continue to ensure high levels of compliance with the Codes are maintained.
Reflecting the high compliance rate revealed by the survey, the ASA has only had cause to formally investigate complaints about one gambling ad since the new rules were introduced. The complaints, about a TV ad for the bookmaker Ladbrokes, were not upheld.
Commenting on the compliance survey Director General of the ASA, Christopher Graham says: “The ASA understands the concerns of many members of the public about the potential for harm from irresponsible advertising. Our prime concern is protecting consumers, particularly the young or vulnerable, by ensuring that advertising for gambling products adheres to high standards. The results of this compliance survey are confirmation that advertising self-regulation is working effectively and that advertisers in the gambling sector are demonstrating a proper concern for social responsibility in their marketing communications.”
Andrew Lyman, Director of Monitoring and Enforcement at the Gambling Commission said: “The Gambling Commission welcomes the publication of this survey which demonstrates the widespread commitment of licensed gambling operators to the advertising rules. The Commission will continue to work closely with the Advertising Standards Authority and its own licensees to make sure the codes of practice are effective.”
Click on the link below to access the survey:
GamblingSurvey2007.pdf