Industry body moves to strengthen advertising regulation
Pre-watershed restrictions tightened as IGRG makes changes to UK's industry advertising code
The Industry Group for Responsible Gambling (IGRG) has announced a series of additions to its Industry Code for Socially Responsible Advertising and claimed the industry has an obligation to commit to minimising problem and underage gambling.
In a series of revised measures which will be implemented over the next six months, the IGRG will ban pre-watershed television advertising of sign-up offers that are targeted at new customers and will give the Gamble Aware website more prominence in print and broadcast advertising.
Clear 18+ or “no under 18s” messaging on all print and television adverts has also been added to the code, alongside new provisions to cover aspects of marketing on social media.
Although gambling advertising is regulated under specific provisions by the Advertising Standards Authority (ASA), the IGRG said the industry has made the choice to adopt a “number of additional safeguards”.
“In the hierarchy of regulation the Industry Code remains the junior partner, but as a responsible industry it is right that we should continue to work proactively to identify measures that supplement what is required of us by our regulators,” Barry Hardy, IGRG Chairman, said.
“The gambling industry has a responsibility to ensure that it takes all reasonable steps to minimise the extent of problem gambling and to prevent underage gambling from taking place. Socially responsible advertising is essential if that is to be achieved,” he added.
Hardy also said that the IGRG remains open to additional improvements to the code going forward.
The original version of the code, which was introduced in 2007, included a ban TV gambling advertising before the 9pm watershed with the exception of bingo and sports betting around televised sporting events, while also requiring adverts to carry information about Gamble Aware.
The ASA has ruled against a number of operators this year, deeming adverts from the likes of Jackpotjoy, Unibet and Casino Classic as “misleading”.