GOOD COMPLIANCE WITH GAMBLING ADVERTISING STANDARDS

22 February 2008

But six out of 56 television adverts for gambling services did not meet requirements


UK gambling firms are in general not abusing more liberal gambling advertising laws, it appears. The Advertising Standards Authority (ASA) in Britain has published the findings of its Gambling Compliance Survey for 2007, and the report reveals an exceptionally high compliance rate, with 99 percent of ads surveyed adhering to the Advertising Codes.

The ASA’s compliance team conducted a survey across media between 1 September and 31 October 2007 in order to assess the compliance rate of gambling ads with the new tightened gambling advertising codes.

Strict new gambling advertising rules, designed to ensure that gambling advertisements are socially responsible with a particular regard to protecting young people and vulnerable members of society, came into effect on 1 September 2007.

In total 784 advertisements were monitored and only seven, or 1 percent, were found in breach of the Advertising Codes.

The ASA team assessed 312 press and magazine ads, 344 internet banner or pop-up ads, 56 TV ads, 31 Radio ads, 28 direct mailings, 8 circulars and 5 outdoor ads.

Six of the seven ads that breached the Codes were TV ads, 4 of which were produced by one (unidentified) advertiser. The only other breach was an Internet pop-up ad. The advertisers whose ads breached the Code were contacted and the compliance team was given assurances that the ads will not run again.

Ongoing monitoring of gambling ads across all media will continue to ensure high levels of compliance with the Codes are maintained.

Reflecting the high compliance rate revealed by the survey, the ASA has only had cause to formally investigate complaints about one gambling ad since the new rules were introduced.

The complaints, about a TV ad for the bookmaker Ladbrokes, were not upheld.

Commenting on the compliance survey, the Director General of the ASA, Christopher Graham says:

“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.”

Andrew Lyman, Director of Monitoring and Enforcement at the UK 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.”

Detailing the problem areas, the report reveals that 6 out of 56 television adverts for gambling services did not comply with the advertising code. 5 of these broke the rules because they could have particular appeal to children and young people, and 4 of these were for online casino and poker sites, with 1 for an online gambling supermarket.

The sixth TV advert was for a bingo service which broke the TV code because it seemed to suggest gambling could improve self-image or self-esteem and achieve financial security, the report says.

Another one out of 344 online adverts checked by the ASA's compliance team was found in breach. That internet advert for an online casino and poker service broke the code by appearing to link gambling with sexual seduction or success.

Online Casino News courtesy of InfoPowa