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<p>We considered advertising as part of our Review of Gaming Machines and Social Responsibility.
The Review looked at protections around gambling advertising and set out a package
of initiatives to strengthen protections further. The gambling industry changed its
code to require responsible gambling messaging appears on screen throughout the length
of TV adverts, and it is working with GambleAware and the Gambling Commission to identify
good practice on identifying vulnerable players, pilot responsible gambling messaging
and interventions and understand the information players need to help them manage
their own gambling.</p><p> </p><p>The package of measures also included a major responsible
gambling advertising campaign, to run for two years with a budget of £5-7m each year,
and will aim to raise awareness of risks and signpost to help where appropriate. The
campaign will be led by GambleAware, with extensive input from experts on public health
and gambling-related harm to ensure its effectiveness. Different messages will be
tested with focus groups to build understanding around what type of core messaging
can be used to achieve the desired behaviour and attitude change.</p>
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