Responsible gambling messages to be included for the length of all television adverts

The Industry Group for Responsible Gambling (IGRG) today announced a further enhancement to the Industry Code for Socially Responsible Advertising, requiring that throughout each television advert a responsible gambling message or a reference to www.begambleaware.org must appear.

The provision will come into force at the end of June 2018.

A statement from the IGRG explains that the Code was originally produced in 2007. It was followed by second and third editions in 2016 and 2017 respectively. Subsequently, as part of the Government’s wider review into gambling advertising, it became apparent that there were concerns that the previously required references to begambleaware.org and responsible gambling messages themselves were frequently not appearing on screen for long enough to be readily assimilated.

In the light of that and in recognition of the importance attached to this type of messaging the fourth edition of the Industry Code published today addresses that issue.

Commenting on the change, the 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.’

The Industry Group for Responsible Gambling (IGRG) is currently comprised of the Association of British Bookmakers; BACTA; the Bingo Association; National Casino Forum; and the Remote Gambling Association.

A download of the updated Code is available here: