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Gambling operators draw up new voluntary guidelines

The IPA is drawing its members’ attention to new voluntary guidelines for gambling operators, drawn-up by Ladbrokes, Coral, Paddy Power and William Hill, which were announced yesterday (15 September).


The guidelines are due to commence on 1 October and include three key initiatives: the introduction of a voluntary TV ad ban on sign-up offers for free-bets and free money before the 9pm watershed;  the removal of shop-front ads for gaming machines; and a commitment to 20% of shop-front window advertising being used for responsible gambling messages.

From the start of 2015, the operators will also fund a new ad campaign to educate people about responsible gambling; all TV gambling ads will have to carry more prominent responsible gambling messages; and a new organisation, the Senet Group, will be formed to hold gambling operators to account.

These voluntary guidelines are in addition to changes to Gambling advertising law that also come into force on 1 October, about which the Gambling Commission has published a short guide.

IPA Legal Director, Richard Lindsay, said: “There are well-publicised pressures on the gambling industry and, since the Gambling Act 2005 relaxed the rules on gambling advertising, there has been an unsurprising increase in gambling advertising too, leading to an ongoing review by regulators. The CAP and BCAP codes already contain strict rules about gambling advertising and this move by the Senet Group demonstrates that the gambling industry is prepared to take additional steps to further self-regulate when it considers it beneficial to consumers to do so.”

Last updated 16/09/2014

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