The Committee of Advertising Practice has published stringent guidelines that must be followed going forward for radio stations carrying gambling adverts.
The move is to ensure that vulnerable people aren’t targeted via ads which offer bonuses and promotions which would be urgent calls to action.
CAP, which is the sister group to the Advertising Standards Agency, is looking to ensure that all requirements are met by those producing ads to be played on UK radio stations, or they could face punishments such as a ban. CAP is looking to stop any harm coming to UK based consumers listening to the radio, especially through ads which suggest offers are limited time wise.
Risk free deposit bonus drives for example are something that CAP is looking to eradicate with its new guidelines, as it expresses that there is reduced risk involved, which could be misconstrued by a UK consumer listening to the advertisement on the radio.
While gambling ads haven’t been significantly responsible for creating gambling problems, CAP are looking to keep the risk as low as possible by removing any potential information which could pose a risk to vulnerable people. These include advertisements on the radio which would possibly exploit financial concerns and even self-esteem in a way.
So, while ads from gaming operators are still allowed on the UK radio airwaves, they will no longer pose a risk of exploitation, helping to reduce the risk of gambling problems occurring.
Shahriar Coupal, director of CAP, said “We won’t tolerate gambling ads that exploit people’s vulnerabilities or play fast and loose with eye-catching free bet and bonus offers. Our new guidance takes account of the best available evidence to strengthen the protections already in place, ensuring that gambling is presented responsibly, minimising the potential for harm.”
The move was welcomed by the top UK brands, who recognise that there is a need to continually offer support and guidance to those at risk or suffering with gambling problems. This has been the case with leading mobile casino operator mFortune , who take responsible gambling extremely seriously and they are GamCare certified.