This Library briefing paper looks at gambling advertising in Great Britain.Jump to full report >>
Gambling operators selling into the British market must have a Gambling Commission licence to transact with, and advertise to, British consumers.
The Gambling Commission’s licence conditions and codes of practice (LCCP) require gambling operators to comply with the Advertising Codes, administered by the Advertising Standards Authority (ASA). The Codes are designed to ensure that gambling adverts do not:
Gambling operators should also comply with an Industry Code for Socially Responsible Gambling, maintained by the Industry Group for Responsible Gambling. This features as good practice in the Gambling Commission's LCCP.
In response to public concern about problem gambling, the gambling industry has taken a number of voluntary measures to make advertising more socially responsible.
In October 2016, the DCMS published a review of gaming machines and social responsibility measures. This sought views on gambling advertising and whether the existing rules were appropriate to protect children and vulnerable people.
On 31 October 2017, following its analysis of responses to the October 2016 review, the DCMS announced a range of proposals to strengthen protections around gambling. These include the following on gambling advertising:
A consultation on the proposals closes on 23 January 2018.
Commons Briefing papers CBP-7428
Author: John Woodhouse