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<p>Advertising in the UK is regulated by the Advertising Standards Authority (ASA),
the industry’s independent regulator, which enforces the Advertising Codes through
a system of self-regulation and co-regulation with Ofcom. The Codes incorporate all
relevant legislation and sets standards for accuracy and honesty to which advertisers
must adhere, including specific conditions on social responsibility.</p><p> </p><p>With
regard to payday loans, guidance relating to the advertising of high-cost short-term
credit products is available to advertisers, to ensure that their advertising is compliant
with the Advertising Codes, by being socially responsible and not trivialising the
seriousness of taking out a loan. At the same time, the Financial Conduct Authority,
responsible for regulation of the consumer credit market including payday lenders
since 1 April 2014, has introduced a tough set of detailed rules regarding firms’
promotions and advertisements, which operate alongside the Advertising Codes. The
Government does not hold data centrally on the effect of advertising on take-up of
payday loans.</p><p> </p><p>With regard to gambling machines, the Advertising Codes
contain provisions to ensure gambling advertising does not target or appeal particularly
to children or young people, or exploit vulnerable people. Gambling companies who
advertise in the UK must comply with these rules. In practice, most advertising of
gambling products does not involve gaming machines. The Gambling Commission’s Gambling
Participation 2017 report showed that 4% of respondents had played on fruit or slot
machines in the past four weeks and 1% on machines in bookmakers.</p><p> </p>
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