A Responsible Gambling Industry
22nd February, 2008
The ASA (Advertising Standards Authority) have published a compliance survey of gambling advertisements. 99% of the adverts tested adhered to all advertising codes and rules.
The ASA is the authority that monitors, controls and administers the CAP and BCAP codes and is responsible for public interest on the subject of gambling. The Committee of Advertising Practice (CAP) and Broadcast Committee (BCAP) codes regard the content of marketing communications (advertisements).
The recent report shows that, out of the 784 advertisements that were monitored and tested only 7 were found to be in breach of the advertising codes. Six of the seven adverts that breached codes were television adverts, the other was on the internet. The advertisers responsible have been asked for assurance that the adverts will not be broadcast again.
Andrew Lyman, a director with the Gambling Commission said that it shows "a responsible approach from the gambling industry to the Government and to public interests" and reinforced it with "The Gambling Commission welcomes the publication of this survey which demonstrates the widespread commitment of licensed gambling operators to the advertising rules."
Since the rules changed in September 2007, only one investigation has been undertaken by the ASA over a TV advertisement by bookmaker, Ladbrokes. The advert consisted of 4 well known footballers dressed as builders discussing who will win the football. The complaints over the ad said that it suggested gambling was a way to gain admiration and that they linked gambling with toughness. It was said that they could exploit the susceptibilities or inexperience of children, the young or vulnerable people. The ASA challenged whether they were irresponsible due to the character's adolescent and juvenile behaviur. The complaints were not upheld.
The report shows "an exceptionally high compliance rate" though the ASA will continue their monitoring across all media in order to maintain the high levels of compliance.
