Yesterday, the Industry Group for Responsible Gambling (IGRG) announced some enhancements that have been implemented to the Industry Code for Socially Responsible Advertising. The improvements are intended to form part of the Code’s third edition that is scheduled to be put into action by the end of the year.
The Industry Code for Socially Responsible Advertising was initially made a decade ago. Its second edition was officially introduced in 2016, with a number of extra measures presented as well as further commitment to the review process at the time. As result of the review, the third edition of the Code saw further amendments made, which were presented yesterday.
Amendments to the Third Edition of the Code
One of the major changes made by the IGRG to the Code was in terms of the social media measures used in the industry. These measures are aimed at putting some limits at certain gambling marketing materials uploaded on Twitter and YouTube which are considered inappropriate to under-aged individuals.
The third edition of the Industry Code for Socially Responsible Advertising will see as specific reference to all gambling companies that operate in the country. Under the new rules, gambling operators will have to make some efforts to make sure that all affiliates that operate in the market on their behalf also follow the requirements of the Code.
There is also a requirement associated with the references to GambleAware that is to be implemented in the new edition of the Code.
John Hagan, Chairman of the IGRG, commented on the new amendments that are to be implemented in the Code, saying that gambling advertising has recently become one of the major focal points in the industry. This was also the reason why the ongoing industry and FOBTs review carried out by the UK Department for Culture, Media and Sports is awaited with great interest not only by the Industry Group for Responsible Gambling, but also by the entire UK gambling industry.
Mr. Hagan also confirmed that the IGRG has taken in consideration and then implemented certain important additions to the Code, primarily related to social media advertising, affiliate marketing, and print and broadcast advertising references to GambleAware.
The Industry Group for Responsible Gambling
As mentioned above, the Industry Code for Socially Responsible Advertising was developed as part of the policy of the Industry Group for Responsible Gambling. Currently, the Group is comprised by a number of participants, including BACTA, the Remote Gambling Association, the Association of British Bookmakers (ABB), National Casino Forum and the Bingo Association.
The Industry Group for Responsible Gambling was established in 2014 and officially incorporated in the UK gambling industry in November 2015. Since then, the Group has been engaged with providing a clear structure for promoting socially responsible gambling activities on the territory of the the UK.
An improved version of the Code was published in 2015 and then came into effect in 2016. The IGRG has also been committed to the country’s authorities to carry out regular review of the Code, so this would be the third edition of the Code. The new version of the Code is to continue the principal rules implemented there in terms of gambling advertising in the country.
- Author
Daniel Williams
