Strict new rules on UK gambling advertising will be applied when the Gambling Act comes into force on September 1. They are reportedly "aimed at promoting social responsibility, with particular regard for the need to protect children and vulnerable members of society, when gambling operators are allowed to advertise more widely than ever before."
Whilst gambling operators, who have been precluded from advertising through the medium of broadcasting, will soon be allowed to do so, strong measures on content will be applied. The rules specifically say that advertisements for gambling must not:
1) Portray, condone, or encourage gambling behaviour that is socially irresponsible or could lead to financial, social, or emotional harm.
2) Exploit the susceptibilities, aspirations, credulity, inexperience, or lack of knowledge of children, young persons, or other vulnerable persons.
3) Suggest that gambling can provide an escape from personal, professional, or educational problems, such as loneliness or depression.
4) Suggest that gambling can be a solution to financial concerns, an alternative to employment, or a way to achieve financial security.
5) Portray gambling as indispensable or as taking priority in life, for example over family, friends, or professional or educational commitments.
6) Suggest that gambling can enhance personal qualities, for example that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition, or admiration.
7) Suggest peer pressure to gamble or disparage abstention.
8) Link gambling to seduction, sexual success, or enhanced attractiveness.
9) Portray gambling in a context of toughness, or link it to resilience or recklessness.
10) Suggest gambling is a rite of passage.
11) Suggest that solitary gambling is preferable to social gambling.
12) Exploit cultural beliefs or traditions about gambling or luck.
13) Condone or encourage criminal or anti-social behaviour.
14) Condone or feature gambling in a working environment.
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