The Industry Group for Responsible Gambling (IGRG) has today announced a range of improvements that will be made to the Industry Code (‘the Industry Code’) for Socially Responsible Advertising. These improvements will form part of a revised version of the Code and will be implemented within six months.
The Code was originally produced in 2007. Among its most significant measures were (i) the 9.00pm television watershed for all gambling products except for bingo and sports betting around televised sports events; (ii) the requirement for advertisements to carry information about the Gamble Aware website; and (iii) the removal of sponsoring operators’ logos from all children’s merchandise, such as replica football kits.
However, while the Industry Code provides a benchmark for the industry, operators can, and frequently do, go beyond its requirements.
The improvements to be made include:
A requirement to have socially responsible gambling messages at the end of all television and radio adverts.
The removal from pre-watershed television advertising of sign up offers that are targeted at new customers.
Pre-watershed television advertising cannot make reference to other gambling products that would not normally qualify for pre-9.00pm exemption.
Improved prominence to be given to gambleaware.co.uk in all print and broadcast adverts.
Reference to gambleaware.co.uk will now have to be included in all television programmes sponsorship undertaken by gambling operators.
The inclusion of clear 18+ or ‘no under 18s’ messaging on all print and television adverts.
New provisions to cover aspects of marketing on social media (for example, all gambling operators should have on their corporate webpages (i) responsible gambling messaging and (ii) links through to sources of more detailed information).
For the full IGRG press release, click here
For a copy of the revised Industry Code for Socially Responsible Advertising, click here