IGRG targets social media and affiliates with new advertising code

The Industry Group for Responsible Gambling (IGRG) has published an update to the industry code for socially responsible advertising, including new rules around social media and affiliate marketing.

All UK-facing operators are expected to follow the code under the terms of their licensing agreement.

Chief among the new rules is a requirement that operators use age-screening tools on Twitter to stop under 18s seeing their content, with similar age restrictions applied on all YouTube videos.

The code also specifies for the first time that operators need to make sure their affiliates are also in line with the code.

“The advertising of gambling has probably never been more in the spotlight than it is at present and we await with interest the eventual conclusions of the ongoing DCMS review,” said IGRG chairman, John Hagan.

“In the meantime, pursuant to our own commitment to review the Code on a regular basis, I am glad that we have brought forward now some very worthwhile additions relating to advertising on social media, affiliate marketing and the referencing of www.begambleaware.org in print and broadcast advertising.”

The new code also called for all references to GambleAware to be changed to www.begambleaware.org.

The IGRG is a collaboration of all the gambling industry trade body heads, and aims to promote socially responsible gambling across all gambling sectors in the UK.

The issue was thrust into the spotlight last week when Labour’s Tom Watson said the industry wasn’t doing enough to tackle problem gambling, and called for a compulsory levy to better fund initiatives.