The Department of Culture, Media and Sport has moved to clarify the new Gambling Act 2005 for betting and gaming operators ahead of its introduction on September 1 with the launch of a “fact pack”.
It outlines the new regulations that will apply and clarifies for advertisers the various bodies that will be responsible for enforcing the new rules. The Advertising Standards Authority (ASA) will police the industry codes of practice as laid down by the Committee of Advertising Practice and the Broadcast Committee for Advertising Practice.
If adverts breach the code they will have to be amended or withdrawn. If serious or repeated breaches occur, then the ASA may refer advertisers to the Gambling Commission and broadcasters to Ofcom who can each pursue legal action.
An independent body of figures from the gambling industry will also be set up to monitor the voluntary code. The code was drawn up after eleventh-hour negotiations between the gambling industry and the DCMS after new Minister for Culture, James Purnell (pictured) threatened to do a U-turn on the planned advertising deregulation (MW 9 August).
The DCMS has launched packs for five areas: media, advertising, casinos, gaming machines and remote gambling.