Gambling is an adults-only product and it’s important that our marketing and advertising is responsibly managed, particularly to protect under 18s.
We adhere to the Code for Socially Responsible Advertising, overseen by the Industry Group for Responsible Gambling, and also the rules produced and administered by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), which were set up by the Advertising Standards Authority (ASA).
The Industry Code for Responsible Advertising requires, for instance, the inclusion of ‘18+’ and ‘www.begambleaware.org ’ throughout the length of all our adverts, not advertising products such as casino games before the commonly accepted watershed of 9.00 pm and avoiding magazines that have a significant under 18 readership. We also do not use images of people under the age of 25 in our marketing, avoid creating an inappropriate sense of urgency, avoid trivialisation of gambling or an irresponsible perception of the risk associated with gambling.
In 2019, we voluntarily extended the Code to stop gambling advertising appearing around live sports events before the watershed. This reduced 18s seeing pre-watershed gambling ads by 97%, with only lottery and bingo products now being advertised before 9 pm.
We are supporting a two-year safer gambling advertising campaign run by GambleAware alongside Public Health England. Read more about it here