Last week the Gambling Commission published survey data on remote gambling participation. It shows that whilst gambling online is a choice of entertainment for only a small segment of the UK population (around 8.6% of adults) the activity is increasing in all age groups. Gambling on the more socially acceptable National Lottery is the most popular, followed by online poker and sports betting.

As could be expected, most remote gamblers are between the ages of 18 and 34, and more likely to be male than female. Computers, laptops and handheld devices are the usual mode of betting, with under 2% of adults opting to play via interactive/digital TV.

This week the Government will announce a new advertising code which will prevent online gambling sites from advertising on television before 9 p.m. James Purnell, Secretary for Culture, Media and Sports, has wide powers to limit advertising and has said he would not hesitate to act if the voluntary rules were not tightened.

The new code will exempt sports-betting advertisements during televised Premiership games and other broadcast sporting events, as they are deemed to provide income to support grassroots and minority sports. The introduction of the level playing field that would give casinos an equal footing with bingo and lottery advertising has not materialised. Bingo and lotteries will also be allowed to advertise before the watershed 9 p.m. television programmes.

Companies involved in betting, many of which sponsor football clubs, will no longer be able to have company logos on children’s team replica shirts. Gambling advertisements across all media must carry social responsibility messages similar to those for alcohol consumption.

The Gambling industry advertising Code of Practice will be adopted on 1 September 2007 and the Gambling Commission will monitor its effectiveness. A full re-evaluation will be undertaken in 2009. (E-08.06.07)

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