International edition
June 23, 2021

Chairman Peter Dean welcomed the outcome of the consultation

UK: Gambling Commission publishes responses to advertising messages consultation

(UK).- The Gambling Commission published the responses to its consultation on gambling advertisements and their impact on responsible gambling which calls on gambling operators to demonstrate their commitment to social responsibility in advertising and sponsorship.


n advertising, for example, the gambling industry is developing a Code of Practice on social responsibility in advertising (industry code of practice) that the Commission will expect licensed gambling operators to adopt from 1 September 2007. It welcomes this industry initiative and the plan for ongoing review until a full re-evaluation is undertaken in 2009.

This industry code of practice supplements those for gambling advertising published in March by the Committee for Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). Those rules cover the content and placement of advertising and ensure that gambling advertising is socially responsible.

The industry code of practice will contain a requirement that advertisements across all media include effective signposting to a new public awareness website on gambling that will be launched later this year. The site will offer consumers a range of information about responsible gambling and sources of help for problem gamblers. In addition, the Commission considers that operators should seek to include further social responsibility messages within their advertising.

In sports sponsorship the Commission expects operators to sponsor in a socially responsible way, for example, carrying social responsibility messages within promotional material at sports grounds.

Chairman Peter Dean welcomed the outcome of the consultation: “We welcome the industry code of practice which will supplement the CAP and BCAP codes of practice for the advertising and promotion of gambling. These three codes recognise the need to protect children and vulnerable people from being harmed or exploited by advertisements that feature or promote gambling.

“The Commission will monitor the effectiveness of the industry code of practice in delivering socially responsible advertising.”

The responses document is published following consultation on a number of issues in relation to gambling advertisements and social responsibility. The consultation considered different types of educational/warning message and whether gambling advertisements should contain such messages in order to help reduce problem gambling.

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