Brands will be forced to reconsider promotions in Northern Ireland after the announcement that the 2005 Gambling Act will not be extended to the country. It is understood the decision is the result of devolved government.
The move means brands will have to consider whether to exclude Northern Ireland from prize promotions based on chance, or whether to continue to offer Northern Ireland participants free entry to such competitions.
The Social Policy Department of Northern Ireland says there is no intention of extending the provisions of the Gambling Act 2005 to Northern Ireland. It says it is unlikely the police will take action against advertisers who have already set up promotions on the basis the new Gambling act would apply to Northern Ireland.
The Institute of Sales Promotions (ISP) says brands and sales promotions agencies should consider the implications for future endorsements.