SOURCE: Yorkshire Post
A ban on TV ads for casinos, betting shops and online gambling sites will be dropped as part of new rules announced today. The changes come into force in September as part of the Gambling Act 2005.
They give gambling operators greater scope to advertise in the broadcast media.
But the commercials must comply with a code which aims to ensure they are "socially responsible".
This means the adverts must not imply gambling can be a solution to financial problems.
The adverts must not be of particular appeal to children and young people.
And as with alcohol commercials, gambling adverts must not link the activity to seduction, sexual success or enhanced attractiveness.
They must not show gambling which is irresponsible or could lead to "financial, social or emotional harm".
The rules were drawn up by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP).
They will be policed by the Advertising Standards Authority which will investigate any reported breaches of the code.
Advertisers who break the new rules may be referred to the Gambling Commission or the broadcast regulator Ofcom who will impose sanctions.
CAP and BCAP secretary Roger Wisbey said the more relaxed approach to gambling adverts was coupled with a "stringent framework" of rules.
He added: "Of paramount importance is making sure that the advertising gambling restrictions provide a high level of consumer protection."
The new rules also lift a ban on radio adverts for betting and gaming – including bookmakers, betting companies and gaming machines.
They set out scheduling restrictions which ban radio and TV adverts for gambling in and around programmes aimed at under 18s.
People who appear to be under 25 years old cannot be shown gambling in the new adverts.
Minister for Sport Richard Caborn (Sheffield Central) welcomed the new advertising codes but the Salvation Army said it remained "deeply concerned" at the introduction of gambling advertising.