The Advertising Standards Authority (ASA) has urged the local people to file reports about gambling adverts that make reference to the coronavirus crisis and promised to take swift measures against those who breach advertising code rules.
The regulatory body explained that the way online gambling services are conducted, including the frequency and nature of their advertising, was a matter of paramount priority when it comes to regulation under the ongoing pandemic.
According to the ASA, the massive lockdown has resulted in the establishment of what the regulator described as a captive audience, with many people being concerned and uncertain about the future, not to mention that many Brits are facing financial difficulties because of the situation. What the regulator is concerned about, is the possibility that some of them may recognise gambling as an escape from the situation and face gambling-related harm.
The national lockdown experienced in the UK because of the coronavirus outbreak had already made the advertising regulator launch a reporting process to get notified about any Covid-19-related claims in adverts. Now, it has reminded that gambling was no different than that. That is exactly why the Advertising Standards Authority encouraged members of the public to report gambling adverts referring to the Covid-19 pandemic or any related matters.
Advertising Watchdog Reminds That Gambling Companies Should Not Take Advantage of Their Customers
According to the advertising watchdog, ads that feature themes or claims regarding a particular situation or concern during the nationwide lockdown should be reported, too. The regulatory body explained that adverts following such an approach would raise compliance concerns, and the present situation is even more serious, so the ASA would take action against irresponsible messaging in gambling advertising.
In order to do that, the advertising watchdog plans to continue its cooperation with the UK Gambling Commission (UKGC) to identify issues and enforce compliance. On the other hand, the regulator is also set to monitor advertising within the gambling sector for a range of different matters in the coronavirus crisis’ context. The watchdog further noted that it recognises adverts that make references to problem gambling indicators or make gambling look like a normal, everyday activity, as being particularly concerning.
In addition, adverts that suggest gambling as a form of an escape from the reality, refer to customers’ personal problems, or seek to take advantage of customers’ financial concerns, will also fall under the scope of the regulatory efforts.
The ASA revealed that gambling companies are warned to be particularly careful when it comes to being in line with the Advertising Codes and to making sure they do not take advantage of people’s vulnerabilities. The regulator will also continue making efforts to protect underage individuals from being targeted by gambling advertising and from being encouraged to gamble.
- Author
Olivia Cole
