Ireland's ASA set new gambling ad rules

The Advertising Standards Authority for Ireland (ASAI) has published an updated Code of Standards for Advertising and Marketing Communications which came into effect today, March 1, 2016.

Going forward, all gambling services advertising and marketing must contain a message to encourage responsible gambling and shall direct people to a source of information about gambling and gambling responsibly, the ASAI said.

In addition, a comprehensive list of what should be avoided in gambling marketing communications includes:

– portraying, condoning or encouraging gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm; and

– suggesting that gambling can enhance personal qualities including self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration.

These are but two of many guidelines, the full text of the gambling specific update can be accessed at http://www.asai.ie/asaicode/section-10-gambling/

New rules do not, however, apply to the marketing communications of the National Lottery, which fall within other rules of the Code.