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20 December 2007
UK permits gambling ads
Online
casinos and bookmakers given the go-ahead to air adverts on TV
There
is deep controversy in the UK
about the decision in September 2007 to allow advertising on TV and radio
for casino
operators, online gambling sites and bookmakers, as
part of the new Gambling Act. Supporters say that if gambling is legalized,
then responsible advertising should be permitted. However critics argue that since
gambling can be addictive, it should not be further encouraged.
Adverts
must comply with strict regulations.
Gambling adverts will be banned during children’s shows, and actors must
not appear to be under 25. The ads must be ‘socially responsible’ and must not
depict gambling as a solution to debt or show gamblers behaving in an
irresponsible way. In addition, as with alcohol advertising, anyone promoting
gambling must not link it to sexual success or enhanced self-image.
"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"
The new
rules will be policed by the Advertising Standards Authority (ASA) and any
breach could be referred to the Gambling Commission who could impose sanctions.
GamCare,
the gambling addiction charity funded by the gambling industry, backs the
decision to allow bookmakers and online casinos to advertise, "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". The gambling industry is expected to
spend £50 million a year in this new field.
The
first company to broadcast their ads on British TV was Ladbrokes. Their ad, starring former footballers Ian
Wright, Jimmy Hill and Ally McCoist, was investigated by the ASA after several
complaints, but cleared of any wrongdoing.
This should give the green light to other land-based and online gambling
outfits to launch their own campaigns.
Direct Link:
Online bingo ad censored on the Tube
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