A new advertising code has been established amongst Betting and Gaming Council members in the UK, which became standard at the start of December and will look to bolster socially responsible advertising.
In its seventh incarnation, the framework endures scrutiny by the Industry Group for Responsible Gambling (IGRG), which features the Association of British Bookmakers; BACTA; the Bingo Association; National Casino Forum and the BGC.
At the centre of the updates is deepening of broadcast protections with a key focus on ensuring the marketing exposure to those below the age of 18 and 25. The continued promotion of tools is also key to the code.
Stakeholders have also been urged to take note of the principal rules governing gambling advertising in the UK are administered by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), which are adjudicated upon by the Advertising Standards Authority (ASA).
Nonetheless, it is the BGC that oversees complaints and breaches related to the IGRG Code and is responsible for conducting periodic reviews of the Code at least annually. New measures prioritising safer gambling messaging and improved ad targeting adhere to the guidance set by the Gambling Review’s White Paper to improve the industry’s existing commitment to enhance socially responsible advertising and marketing conduct.
