SOURCE: mad.co.uk

The Gambling Commission has responded to the Advertising Association’s consultation on gambling advertisements calling for social responsibility when advertising gambling.

The response comes just two months before new rules will come into operation in the UK that will allow casinos, betting shops and online gambling sites to advertise on television.

As part of the Gambling Act 2005, adverts will still be banned during shows aimed at under 18s and anyone who appears to be under 25 cannot be shown gambling on TV or radio.

The Gambling Commission has now recommended that the industry continues to develop and signs up to the code of practice on messages and advises that advertisements should include signposting to a new public awareness website that will be launched later this year.

It also said that operators should seek to include additional social responsibility messages within their advertising and include a statement of licensed status.

Baroness Peta Buscombe, chief executive of the Advertising Association, said: “I welcome the Gambling Commission’s responses to the advertising messages consultation. In particular its support for an industry-led approach towards the development of a combined educational message and signposting within gambling advertisements which will direct consumers to a public awareness website, similar to that already used in the alcohol sector.

“It is vital that both the gambling and advertising industries demonstrate their commitment to social responsibility, something which the Advertising Association has long advocated. Gambling liberalisation should be seen as a great opportunity for the advertising industry but with such opportunities come great responsibilities.”

Peter Dean, chairman of the Gambling Commission, said: “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 codes recognise the need to protect children and vulnerable people from being harmed or exploited by ads that feature gambling.”