IGRG publish third edition of the gambling industry advertising code

IGRG publish third edition of the gambling industry advertising code

Wednesday, October 4, 2017 Posted by Craig Davies
Social media and affiliates very much the focus

The Industry Group for Responsible Gambling (IGRG) have announced a raft of enhancements to the ‘Gambling Industry Code for Socially Responsible Advertising.’

To be implemented by the end of 2017 these latest additions will form the third addition of the code, with social media and affiliates very much the focus.

Clive Hawkswood, chief executive of The Remote Gambling Association, told TotallyGaming.com:  “The Code underwent some major revisions in 2015/16 so this new edition very much reflects an evolution of that and, as we have said before, we are committed to annual reviews and so we would be seeking regular improvements where they can be identified and agreed.   

“The overall aim, as ever, is to set out practical measures which go beyond those set out in regulation in order that the industry is and can be seen to be socially responsible in the way it approaches marketing.  

“The way that gambling is advertised is very much a cause for concern in some parts of government, the media and the public and one of the challenges is to demonstrate to them through the Code and other measures that we take our responsibilities in this area very seriously.”

Under the latest changes, UK operators are required to introduce several measures relating to age screening on social media, designed to ensure under-18s don’t witness gambling marketing material on platforms such as YouTube and Twitter.

Affiliates are also put under the microscope, with operators having to do their best to make sure any marketing done on their behalf also complies with the code.

In addition the IGRG also requires all references to GambleAware be changed to www.begambleaware.org.

Commenting on the advertising reforms, John Hagan, IGRG Chairman, said:  “The advertising of gambling has probably never been more in the spotlight than it is at present and we await with interest the eventual conclusions of the ongoing DCMS review.

“In the meantime, pursuant to our own commitment to review the Code on a regular basis, I am glad that we have brought forward now some very worthwhile additions relating to advertising on social media, affiliate marketing and the referencing of www.begambleaware.org in print and broadcast advertising.”

The IGRG is comprised of Association of British Bookmakers, British Amusement Catering Trade Association, The Bingo Association, National Casino Forum and The Remote Gambling Association, with the code first produced in 2007 and amended for the first time in 2016.

Totally Gaming says:  This is the third edition of the code since its inception ten years ago, and aims to highlight the seriousness with which the gambling industry perceives advertising to all demographics.

Are you aware that this year, the Industry Group for Responsible Gambling (IGRG) is launching Responsible Gambling Week - a national, cross-industry initiative to promote responsible gambling, running from 12 – 18 October 2017?  During the week, all sectors of the gambling industry (arcades, bingo clubs, bookmakers, casinos and online), in partnership with specialist charities, GambleAware and GamCare, will come together for this unified cause. To find out more, please visit responsiblegamblingweek.co.uk and make sure to follow us on Facebook and Twitter for the latest updates.


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