Rules promote socially responsible but open gambling ads

New rules to police the advertising of gambling on TV have been launched by the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice. The plans will come into force in September to coincide with the introduction of the Gambling Act 2005, which will lift advertising restrictions on sectors such as betting.

From September online betting companies will be able to advertise on television and radio as part of the freedoms being implemented under the new Act.

The new rules, which have been developed after a one year consultation, aim to ensure that any advertising for gambling are “socially responsible” to protect children and vulnerable members of society.

This will include not encouraging gambling that could lead to financial, social or emotional harm and not exploiting inexperience or aspirations in children or other vulnerable people. It will also stop adverts from suggesting that gambling can be a solution to financial concerns or linking it to seduction, sexual success and enhanced attractiveness or with youth culture.

The rules are a response to the Gambling Act 2005. The ASA will be responsible for administering the code and for working to the public and companies to ensure advertising is compliant.

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