Ads to feature responsible gambling messages throughout

23 March 2018

Betting adverts shown in the UK during this year’s FIFA World Cup finals are to contain responsible gambling messages throughout the length of the commercial.

Under new guidelines issued today by the Industry Group for Responsible Gambling (IGRG), all adverts will be required to feature a responsible gambling message or a reference to www.begambleaware.org from beginning to end.

The provision of the new 4th Edition of the Industry Code will come into force at the end of June 2018, meaning it will be applied during the summer’s World Cup finals which run from June 14 to July 15.

The IGRG, which comprises leading industry groups including the Association of British Bookmakers, BACTA and the Remote Gambling Association, said the changes have come about after the government expressed concerns that references to begambleaware.org and responsible gambling messages were frequently not appearing on screen for long enough to be readily noticeable during commercials.

IGRG chairman John Hagan said: “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.”

IGRG was founded in 2014 to provide a structure to better promote socially responsible gambling across all gambling sectors in the UK.

Related article: IGRG enhances socially responsible advertising code