News

Betting and Gaming Council betting operators agreed to boost the number of safer gambling messages following the pandemic.

In a strong signal of the industry’s commitment to raising standards, at least 20 per cent of their TV and radio ads will promote responsible gambling.

The pledge came after they voluntarily agreed to axe all TV and radio ads for the first six weeks of the UK- wide lockdown.

That came amid concerns that lockdown could lead to a rise in problem gambling online – a scenario which has not been borne out by subsequent studies.

BGC members will also continue to abide by the stringent measures which are already put in place by advertising standards watchdogs.

 

RESPONSIBLE GAMBLING ADVERTISING AND MARKETING

 

Our aims

• Set and adhere to the highest standards in all advertising and marketing
• Robustly address concerns around volume, tone and content across television, online and sports sponsorship
• Promote safer gambling

Our progress

In our first year of operation, we have worked with our members to:

• Introduce new rules to further prevent under-18s viewing betting ads online
  • The updated Industry Code for Socially Responsible Advertising means BGC members must ensure that all social media ads must be targeted at consumers aged 25 and over unless the website proves they can be precisely targeted at over-18
  • Betting adverts appearing on search engines must make clear that they are for over-18s, while the ads themselves must include safer gambling messages.
  • YouTube users will only see betting ads if they are logged in to an age- verified account, and BGC members will also post frequent responsible gambling messages on their Twitter accounts.
• Commission independent research into the impact and effectiveness of the whistle-to- whistle television advertising ban
• More than double the number of safer gambling messages following the introduction of our 10-pledge Covid action plan
• Develop a new Code of Conduct at the request of the Gambling Commission, for Responsible Promotions, including bonuses, customer contact, VIP promotions and rewards

Going forward, we will:

• Develop further measures around sponsorship activities.
• Develop further steps with social media companies such as unsubscribing from gambling advertising, expanding negative keywords to prevent rogue advertising and expanding safer gambling messaging.

 -Brigid Simmonds, OBE
Chair, Betting and Gaming Council