Source · Select Committees · Culture, Media and Sport Committee
Recommendation 14
14
Accepted
Paragraph: 84
Implement further regulation on gambling advertising beyond current government proposals
Recommendation
While the existing evidence base does not show a causative link between gambling advertising and harm, it seems clear that advertising encourages participation in gambling and that this effect is more pronounced for children and those vulnerable to gambling harm. Though the White Paper’s proposals regarding direct marketing and promotional offers are welcome, the Government should have taken a more precautionary approach to gambling advertising in general—particularly to minimise children’s exposure. We do not consider that a complete ban on gambling advertising would be appropriate, but this still leaves scope for further regulation beyond that proposed by the Government.
Government Response Summary
The government acknowledged the need for continued action on advertising, referring to existing White Paper proposals and Betting and Gaming Council commitments, such as 20% safer gambling messaging and 25+ age targeting for digital ads.
Paragraph Reference:
84
Government Response
Accepted
HM Government
Accepted
The government and Gambling Commission agree with the Committee on the need for continued action on advertising and marketing to ensure advertising is socially responsible and does not target children or vulnerable people. We welcome the Committee’s support for the white paper proposals to tackle harmful direct marketing and promotional offers (e.g., free bets). The white paper included a commitment from the Betting and Gaming Council (BGC) that members of the industry trade body would provide a minimum of 20% of their advertising space being dedicated to safer gambling messaging extended to 20% across all advertising space, including online and digital media. The BGC Code also includes a requirement that sponsored/paid-for digital media advertisements must be targeted to consumers aged 25+, where digital media platforms provide a 25+ age filter. This adds an additional level of assurance around the age of consumers, even where operators do not hold any first party data about the consumers targeted, thus further limiting children’s exposure to gambling ads online. Inclusion in the Gambling Industry Code for Socially Responsible Advertising will help ensure all operators abide by the commitment as it has ordinary code status and compliance can be considered in regulatory action by the Gambling Commission.