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IGRG intends to strengthen Gambling Industry Code

The Industry Group for Responsible Gambling, which is comprised of five UK trade bodies representing the gambling sector, has announced that it intends to strengthen various provisions of the Gambling Industry Code for Socially Responsible Advertising.


View the full Code here.  

The IGRG summarised the changes - due to take effect within 6 months - in its press release as follows:

  • A requirement to have socially responsible gambling messages at the end of all television and radio adverts.
  • The  removal  from  pre-watershed  television  advertising  of  sign  up  offers  that are targeted at new customers.
  • Pre-watershed television advertising cannot make reference to other gambling products that would not normally qualify for pre-9.00pm exemption.
  • Improved prominence to be given to in all print and broadcast adverts.
  • Reference to will now have to be included in all television programmes sponsorship undertaken by gambling operators.
  • The  inclusion  of  clear  18+  or  ‘no  under  18s’  messaging  on  all  print  and television adverts.
  • New provisions to  cover  aspects  of  marketing  on  social  media (for  example, all   gambling   operators   should   have   on   their   corporate   webpages   (i) responsible  gambling  messaging  and  (ii)  links  through  to  sources  of  more detailed information).

The Code amendments come after a review of gambling advertising by the IGRG, the Committees of Advertising Practice, the Advertising Standards Authority and the Gambling Commission carried out at the request of the Government.  The Government has welcomed the changes and said that it will continue to monitor gambling advertising in the context of potential harm to young people and, in particular, through use of advertising on social media.  Read the full government statement here.

Richard Lindsay, IPA Director of Legal & Public affairs said: “The conclusions of the separate strands of the four-tier review, as called for by Government, were very positive, demonstrating that the self-regulatory system is doing its job.  As the IGRG’s press release explains, the principal rules governing gambling advertising are set out in the CAP and BCAP codes. However, once the changes to the IGRG Code are implemented, agencies will need to take them into account when representing gambling clients.”

Last updated 29/09/2015

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