The UK Gambling Commission has today published the responses to its consultation on gambling advertisements and their impact on responsible gambling. Operators are asked to demonstrate their commitment to social responsibility in advertising and sponsorship. An industry Code of Practice is being developed and licensed gambling operators will be expected to adopt the Code from 1 September 2007.

There will be a requirement that all advertising in the media will include effective signposting to the new public awareness website on gambling that will be launched later this year. A range of information will be available on responsible gambling and sources of help. The Commission considers that operators should put further social responsibility messages within their advertising.

Sponsorship must also be carried out in a responsible manner with promotional material carrying responsibility messages. Gambling Commission Chairman Peter Dean said, “We welcome the industry code of practice which will supplement the CAP and BCAP codes of practice for the advertising and promotion of gambling. These three codes recognise the need to protect children and vulnerable people from being harmed or exploited by advertisements that feature or promote gambling.”

He added, “The Commission will monitor the effectiveness of the industry code of practice in delivering socially responsible advertising.” The development of the industry code of practice has been led by Business in Sport and Leisure and the Remote Gambling Association.

The Commission and DCMS have held discussions with the main trade associations to encourage sign-up to the code and to identify the issues to be addressed in the code. The aim was to ensure that a consistent approach is taken to the inclusion of messages, that adequate monitoring mechanisms are in place and to make it a condition that operators in foreign jurisdictions permitted by the Secretary of State to advertise sign-up to the code. (E-06.29.07)

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