A further improvement to the UK Industry Code for Socially Responsible Advertising has been issued by the Industry Group for Responsible Gambling. It calls for TV advertising to publish a message or reference to the begambleaware.org website and will come into effect at the end of June.
The code, first introduced in 2007, has seen two further editions in its lifetime and the latest one comes after a UK government review of gambling advertising. The concern was that previously required rules for responsible gambling references often did not appear on screen at all, or sometimes for insufficient time.
The new update, released today, overcomes that problem, says IGRG chairman John Hagan, who added: “As part of a wider package of measures flowing from the government’s review, we believe this change to the industry code will help to improve the overall tone and content of gambling adverts, especially on television, in a way that will help to raise awareness of the need to gamble safely and responsibly. In addition, we are happy to reiterate our commitment to review the code on an annual basis in order to consider any emerging issues.”
