Advertising regulator to crack down on “bet now” ads

The Committees of Advertising Practice (CAP) today announced new standards to crack down on adverts appealing to problem and impulse gamblers.

The CAP – the body that writes and maintains the UK’s Advertising Codes – said the new rules will come into force from 2 April.

The new standards restrict ads that “create an inappropriate sense of urgency” like those including “Bet Now!” offers during live events.

They also crack down on ads that encourage repetitive play, give an irresponsible perception of risk, and emphasise financial motives for gambling.

“We won’t tolerate gambling ads that exploit people’s vulnerabilities or play fast and loose with eye-catching free bet and bonus offers,” said CAP director Shahriar Coupal.

“Our new guidance takes account of the best available evidence to strengthen the protections already in place, ensuring that gambling is presented responsibly, minimizing the potential for harm.”

As part of today’s announcement, CAP also introduced new rules on free bets and bonuses, saying that significant conditions must always be prominently displayed with an advertised offer.

Other terms and conditions of the offer need to be one click away from the advertising, while failure to comply will lead to sanction by the ASA.

By publishing the new standards, CAP is meeting its commitment as set out in the UK Government’s recent consultation on proposals for changes to Gaming Machines and Social Responsibility Measures.

CAP also said the standards “complement the work the Competition and Markets Authority has done to ensure gambling firms are upfront and clear about their promotional terms and conditions, while also making them fairer”.

The news rules will be used by the Advertising Standards Authority when considering future complaints about ads.

ASA rulings have been used as the basis of significant fines for operators, including the £350,000 fine levied against GVC today.