New Codes For Socially Responsible Gambling Advertising
31st March, 2010
The UK’s Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) is to launch a new set of advertising codes in September after a comprehensive review and a twelve week consultation.
Both Cap and BCAP have stated that the new codes were shaped by the first ever review of advertising standards and assessed over 400 pieces of legislation and 30,000 consultation responses. Feedback was received feedback from stakeholders, the Government, parents and children groups, consumer protection bodies, regulators, charities, religious groups and members of the gambling industry.
The revised codes are to come into practice on 1st September allowing ‘advertisers nearly six months to familiarise themselves with the changes and ensure campaigns comply with the new rules’.
The rules will see the creation of a single broadcast code for TV and radio instead of the current four, whilst an ‘over arching social responsibility rule’ will give greater protection to consumers.
The new codes according to CAP and BCAP show further commitment to protecting children. The codes prevent marketers from collecting data from the under twelve under a new section which should provide ‘greater clarity for advertisers and the public’.
“The new advertising codes show self-regulation at its best,” said Andrew Brown, Chairman for CAP and BCAP.
“Time and again industry has underlined its commitment to socially responsible advertising, ensuring the codes reflect societal concerns and changes in the media landscape. The code consultation has been thoroughly inclusive and we are grateful for the outstanding response from all stakeholders.
“We now look ahead, confident that the new rules are effective in protecting consumers and maintaining their trust in advertising while providing a robust but proportionate framework for industry.”
By Tom
