GAMBLING ADS RESTRICTIONS EASED IN BRITAIN

16 March 2007

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have announced new rules for gambling advertisements that will come into force in September 2007 Britain's new gambling reforms come into force

Advertisers are being told that their material should not condone or encourage gambling behaviour that is socially irresponsible, exploit the susceptibilities or credulity of young persons or other vulnerable persons or suggest gambling can be a solution to financial concerns. And as with alcohol, anyone promoting gambling must not link it to sexual success or enhanced self-image. More information is available at www.cap.org.uk.

A ban on TV and radio adverts for casinos, betting shops and online gambling sites is to be scrapped, when new rules will come into operation as part of the Gambling Act 2005.

Adverts will still be banned during shows aimed at under 18s - and anyone who appears to be under 25 cannot be shown gambling on TV or on radio.

Minister for Sport Richard Caborn said the government would monitor the changes and step in if problems arose.

Some forms of gambling are already exempt from the ban, including the National Lottery.

Spread betting can be promoted as an "investment activity" under Financial Services Authority rules, and bingo halls, football pools and amusement arcades can advertise as long as they adhere to guidelines.

Caborn said the restrictions were needed to protect children and other vulnerable groups.

"They set out clearly what is and isn't acceptable advertising practice for all gambling operators, while making sure that the protection of children and vulnerable people is a central consideration of all advertising campaigns."

Nicola Crewe-Reade, a spokessperson from addiction counselling service GamCare, which is funded by the gambling industry said the organisation supported the changes.

"We hope the outcome of these new standards will be to encourage people to see gambling as fun and entertaining rather than as a way of making your fortune," she said.

Professor Peter Collins, from the gambling studies centre at Salford University, said restrictions had worked in other countries such as South Africa, where all adverts must carry a warning about the dangers of gambling and a helpline number.

But some people would inevitably still be vulnerable, he said. "They really do believe there is a person called Lady Luck who may smile on them this morning and get them out of all sorts of difficulties."

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