Responsible gambling gets ‘start to finish’ TV advertising boost

Responsible gambling gets ‘start to finish’ TV advertising boost

Monday, March 26, 2018 Posted by Luke Massey
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It is part of the fourth edition of the Industry Code set out by the IGRG

A responsible gambling message or a reference to www.begambleaware.org will appear for the full length of every gambling advert on TV, starting at the end of June 2018.

This is part of an enhancement to the Industry Code for Socially Responsible Advertising, announced late last week by the Industry Group for Responsible Gambling (IGRG).

It is the fourth edition of the code, which was first produced in 2007 to provide gambling operators with a range of measures to enhance the social responsibility of their advertising.

Subsequent revisions followed in 2016 and 2017, before the most recent review found that references to BeGambleAware and responsible gambling messages were frequently not appearing on screen for long enough to be readily noticeable.

Dr Jane Rigbye, GambleAware’s Director of Education, told TotallyGaming.com: “Gambling advertising on our televisions has increased dramatically in recent years, and for those struggling to control their gambling the volume can feel overwhelming.

“This is why we have argued it is essential for BeGambleAware.org, a website designed to offer immediate help and support to anyone struggling with the consequences of gambling, to be displayed clearly from start to finish in all gambling adverts on TV.

“Previously people may have found it difficult to spot this signpost to the help available, so we welcome this change and think it is a step in the right direction. With almost half a million problem gamblers in the country, it’s vital we all do our part to direct them and their families to the free help available across Great Britain.”

John Hagan, IGRG Chairman, added: "As part of a wider package of measures flowing from the Government’s review, we believe this change to the Industry Code will help to improve the overall tone and content of gambling adverts, especially on television, in a way that will help to raise awareness of the need to gamble safely and responsibly. In addition, we are happy to reiterate our commitment to review the Code on an annual basis in order to consider any emerging issues."

Totally Gaming says: The IGRG has tightened the screw on responsible advertising with the fourth edition of a code which helps those seeking advice and guidance to find everything they need from a single resource in GambleAware, a charity that recently set about finding a new creative agency to lead its £7 million TV advertising account.

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