Tuesday, April 17, 2007

Never have times been more confusing for marketers in the gambling arena.
There's always been the regulations of the Department of Culture Media and
Sport and Gambling Commission to bear in mind.
But now under Gambling Law, rules will come into force in September 2007,
there are additional considerations. The Committee of Advertising Practice
(CAP) and the Broadcast Committee of Advertising Practice (BCAP) have
announced rigorous and robust new rules for gambling advertisements. They
have been designed to ensure that all gambling advertisements are socially
responsible with a particular regard for the need to protect children and
vulnerable members of society. In summary, the new rules ensure that
advertisements for gambling do not: - Portray, condone or encourage gambling
behaviour that is socially irresponsible or could lead to financial, social
or emotional harm - Exploit the susceptibilities, aspirations, credulity,
inexperience or lack of knowledge of children, young persons or other
vulnerable persons - Suggest that gambling can be a solution to financial
concerns - Link gambling to seduction, sexual success or enhanced
attractiveness - Link gambling to seduction, sexual success or enhanced
attractiveness - Be likely to be of particular appeal to children or young
persons, especially by reflecting or being associated with youth culture.
The new advertising rules have been developed by CAP and BCAP in response to
the introduction of the Gambling Act 2005, which introduced a new
legislative framework for gambling. This involved a joint CAP and BCAP
public consultation, which closed in September last year. From September
2007 some gambling sectors such as betting will be permitted to advertise
more freely. To date their advertising has been currently largely restricted
in non-broadcast media and entirely prohibited in broadcast media. Although
advertising will be more free, those advertisements will be subject to the
strict new rules. As a consequence, no-one under 18 may appear in a gambling
advert, except for lottery ads which feature the good causes that lotteries
contribute to. Also, no one under 25 may play a significant or be featured
gambling without exception. Scheduling restrictions have implications for
media. No ad may be scheduled or placed in or around media directed at under
18's, except ads for lotteries, football pools, family entertainment centres
and fairs. This youth media is considered that which has 20 per cent or more
of under 18s in the audience that the general population.