Advertising restrictions on TV and radio adverts for online gambling sites, casinos and betting shops are to be lifted.
The new rules come into operation in September as part of the Gambling Act 2005, and are accompanied by strict regulations announced this week by the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice.
Adverts must not portray, condone or encourage gambling behaviour that is socially irresponsible or that could lead to financial, social or emotional harm. The Advertising Standards Authority will administer the codes, respond to public concerns and ensure compliance.
Hilary Stewart-Jones, a partner at Berwin Leighton Paisner specialising in the gaming sector, thinks the regulations will work as companies will have to face their own regulator as well as the advertising regulator.
“The regulations are strict enough,” she says. “It’s all about the good faith of the people constrained by the regulations. Companies could still have effective advertising, raising their brand awareness, within the constraints of the regulations. However, you will always have some unscrupulous operators who
