The UK Advertising Standards Authority (ASA) has issued a report revealing an exceptionally high compliance rate – 99% - in its Gambling Compliance Survey 2007. On 1 September 2007 strict new gambling advertising rules came into effect with the aim of protecting the young and the vulnerable by ensuring that advertisements are socially responsible. Of 784 advertisements monitored only seven were found to breach the Advertising Codes.

Six of the seven were for television ads, of which four were produced by one advertiser. The other breach came from an Internet pop-up ad. The companies found to be in breach of the Codes were contacted for assurances that the advertisements would be withdrawn. Since the new rules were introduced the ASA has only had to investigate complaints about one Ladbrokes television ad, which were not upheld.

Andrew Lyman, Director of Monitoring and Enforcement at the Gambling Commission said, “The Gambling Commission welcomes the publication of this survey which demonstrates the widespread commitment of licensed gambling operators to the advertising rules. The Commission will continue to work closely with the Advertising Standards Authority and its own licensees to make sure the codes of practice are effective.”

The four advertisements produced by one advertiser for an online casino and poker service featured three different scenarios that depicted juvenile behaviour among people with dwarfism. The ASA considered that all four advertisements would have particular appeal to children and young persons, contrary to the Code. Another TV advertisement featured a theme of colourful animations for solitaire, trivia games and a pinball sequence, also thought to appeal to children and young people.

The sixth advertisement that was deemed to have broken the advertising codes was for a bingo service. It was considered that the ad seemed to suggest that gambling can improve self-image, self-esteem and financial security. The pop-up ad for the online casino and poker service was considered to link gambling with sexual seduction or success.

Commenting on the compliance survey Director General of the ASA, Christopher Graham said, “The ASA understands the concerns of many members of the public about the potential for harm from irresponsible advertising. Our prime concern is protecting consumers, particularly the young or vulnerable, by ensuring that advertising for gambling products adheres to high standards. The results of this compliance survey are confirmation that advertising self-regulation is working effectively and that advertisers in the gambling sector are demonstrating a proper concern for social responsibility in their marketing communications.” (E-02.22.08)

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