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<p>Strict rules already ensure gambling adverts are not targeted at, or appeal to,
children, or exploit the vulnerable, and these apply across all media, including online
and on social media.</p><p> </p><p>Gambling operators are required to comply with
the advertising codes of practice issued by the Committees of Advertising Practice
(CAP). These are enforced by the Advertising Standards Authority (ASA). In addition
to rules covering children, the advertising codes have specific provisions to protect
vulnerable people, and CAP’s new guidance in February further restricted adverts that
create an inappropriate sense of urgency or give an irresponsible perception of risk
or control.</p><p> </p><p>Gambling adverts must not feature content that risks appealing
to children, for example cartoon animals. Last year the Gambling Commission and ASA
acted quickly to make clear that operators using such images were in breach of advertising
rules and must remove the material or face enforcement action. In addition to rules
on content, the ASA has made clear that operators advertising online must use data
on customers’ interests to target marketing campaigns away from children.</p><p> </p><p>The
government considered gambling advertising as part of our Review of Gaming Machines
and Social Responsibility Measures and set out a package of initiatives to strengthen
protections further, including further CAP guidance on protecting children and young
people, and tougher Gambling Commission sanctions for breaches of the advertising
codes, including fines.</p>
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