UK Gambling Commission welcomes tighter gambling advertising standards

The new standards welcomed by the Commission will:

• restrict ads that create an inappropriate sense of urgency like those including “Bet Now!” offers during live events
• curb trivialization of gambling (eg encouraging repetitive play)
• prevent approaches that give an irresponsible perception of the risk or control (eg “Risk Free Deposit Bonus”)
• provide greater detail on problem gambling behaviors and associated behaviors indicators that should not be portrayed, even indirectly
• prevent undue emphasis on money-motives for gambling
• provide more detail on vulnerable groups like problem gamblers that marketers need to work to protect.

Further clarification surrounding terms and conditions for free bets and bonus offers has also been published. CAP has outlined that significant conditions must always be prominently displayed, with other terms and conditions being at most only one click away. This complements a joint programme of work with the Gambling Commission and Competition and Markets Authority to ensure terms and conditions for promotions are fair and transparent for consumers.

Ian Angus, Gambling Commission Programme Director, said: “The new advertising standards set clear expectations for the gambling industry. Gambling firms must not advertise in a way that could encourage problem gambling behavior. Consumers must be able to make informed choices about how and when they gamble and not feel pressured into making decisions that could cause them harm.

“We expect gambling businesses to review the new guidance now and adjust any marketing and advertising accordingly. We support any enforcement activity by the ASA against operators who do not comply, and will not hesitate to take our own action against those who do not take their responsibilities seriously.”

The Gambling Commission has today fined an online gambling operator for repeatedly misleading consumers with adverts relating to free bonuses.

CAP’s new standards will come into effect on 2 April 2018.