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 Welcome to
the News desk.
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| Gambling adverts face strict rules on social
responsibility |
13/03/2007 |
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Owen
Gibson Tuesday March 13, 2007
Watchdogs will today unveil rules designed to prevent a surge in
problem gambling when advertising restrictions on bookmakers and casinos are
lifted.
Casinos, betting
shops and online gaming sites will be able to advertise on television and radio
from September for the first time under the 2005 Gambling Act, which also paved
the way for the UK's first "super casino" in Manchester.
The
self-regulatory body that draws up the advertising codes said yesterday that
the "strict new rules" would ensure the adverts remained socially responsible.
The relaxation of the ban is
expected to signal a boom in television advertising, particularly among online
casinos hitherto limited to billboards, sponsorship and online
advertising.
The rules will insist adverts do not imply that gambling
can be a solution to financial problems and will be policed by the Advertising
Standards Authority.
Adverts may not "portray, condone or encourage"
behaviour that could lead to "financial, emotional or social harm". As with the
code governing alcohol advertising, they must not be of particular appeal to
children and young people, nor link the activity to seduction, sexual success
or enhanced attractiveness.
Roger Wisbey, secretary of the Committee of
Advertising Practice and the Broadcast Committee of Advertising Practice, said
the changes marked a significant milestone.
"Although advertisers will
enjoy more freedom to advertise their services across media, the public can be
confident they will do so within a stringent framework that requires all ads to
be prepared in a socially responsible manner," he added.
The minister
for sport, Richard Caborn, said the new rules "set out clearly what is and
isn't acceptable advertising practice". But he insisted the government was not
complacent and would monitor the impact of the rules. "If they are insufficient
to ensure proper public protection, the government will consider using its
additional powers."
However, while welcoming the regulatory framework,
some groups expressed continuing concern.
A Church of England spokesman
said it was hard to see how "vulnerable persons" could be fully protected from
adverts that induced them to gamble.
"We have strong reservations about
the effects of liberalising the law, and we question whether the
carefully-devised safeguards will prevent the growth of problem gambling, with
its attendant damage to individuals and families."
The Salvation Army
said it remained deeply concerned. "Advertising may also have the effect of
further 'normalising' gambling in our culture."
Scheduling restrictions
will ban radio and TV adverts for gambling during and around programmes aimed
at under 18s and no one who appears to be under 25 may be shown gambling.
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