UK government orders two-year responsible gambling campaign
£14m awareness campaign to prevent problem gambling will be paid for by operators
The UK government today unveiled proposals to launch a two-year long responsible gambling campaign that will be paid for by operators to the tune of £10m-£14m.
The announcement came as part of the long-awaited triennial review findings, which focused primarily on the stake reduction of fixed odds betting terminals (FOBTs).
The DCMS report called for a group of gambling industry regulatory bodies including GambleAware and the Advertising Standards Authority (ASA) to come together to draw up the campaign which will cover TV adverts, including around live sport, as well as radio, cinema, online and print.
The report added that the campaign will be funded by gambling operators, including online-only betting firms, with airspace and digital media provided by broadcasters.
New advertising guidelines will also be drawn up by the Committees of Advertising Practice (CAP) to help protect those at risk of problem gambling as well as children and young people, by ensuring that gambling ad content does not encourage impulsive or socially irresponsible gambling.
The Industry Group for Responsible Gambling (IGRG) is also strengthening the code on responsible gambling advertising to require operators to ensure gambling content and channels cannot be accessed by under-18s via social media.