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<p>His Majesty’s Government recognises that, while millions of people gamble online
without experiencing problems, for some it becomes an addiction with serious consequences.
It is particularly important to take steps to protect those most at risk of problem
gambling.</p><p>There are robust rules in place to ensure that gambling advertising
is socially responsible and cannot be targeted at or strongly appeal to children.
Gambling advertising is covered by the UK Advertising Codes which are regulated by
the Advertising Standards Authority, and there are also specific Gambling Commission
licence conditions which regulate how gambling operators advertise. The UK Advertising
Codes were further strengthened last year with new protections for children and vulnerable
adults.</p><p>Earlier this year, we published the white paper on gambling which outlined
a comprehensive package of reforms to make gambling safer. This included measures
to tackle the most aggressive and harmful advertising practices by preventing bonuses
being constructed and targeted in harmful ways, giving customers more control over
the marketing they receive, and introducing messaging on the risks associated with
gambling.</p><p>The Commission has already consulted on improving marketing consents,
and we are working closely with them and others to bring the changes into force as
quickly as possible.</p>
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