The Committees of Advertising Practice (CAP) have published significantly tougher advertising guidance on responsibility and problem gambling for both non-broadcast and broadcast media this morning. With a stricter focus on gambling advertising, focusing on ads’ appeal to problem gamblers and on free bets and bonuses, both new sets of standards form part of continued efforts to make sure regulation prevents harm and promotes responsible advertising.

Our Chief Executive, Stephen Woodford, on behalf of the Advertising Association has said:

The new guidelines on responsibility and problem gambling are an essential and welcome addition to the UK advertising codes for gambling. They are aimed at ensuring advertisers take the most responsible approach possible when it comes to gambling’s most vulnerable audience, problem gamblers.

These guidelines are the first of a tranche of activities planned this year. Work, already underway, will deliver new guidelines around children as another important audience to further protect, while a major new media campaign led by Gamble Aware is set to run for two years. This will raise public awareness of the risks associated with gambling, as well as signposting to further advice and support where necessary. The campaign has a committed spend of £5-7 million each year and will comprise television adverts, including around live sport, as well as radio, cinema, print and online.

Our industry recognises the gambling sector is one which requires close, consistent and effective monitoring by our own regulatory bodies, as well as concerted effort through public education campaigns that use the ability of advertising to affect positive societal change.

For more detail on CAPs tougher regulations, full details can be found on their website here.