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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.
In our approach to gambling advertising, we have struck a balanced and evidence-led
approach which tackles aggressive advertising that is most likely to appeal to children,
while recognising that advertising is an entirely legitimate commercial practice for
responsible firms.</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.
The Government welcomed the voluntary whistle-to-whistle ban on TV betting advertisements
during live sports programmes, agreed by industry. According to figures from the Betting
and Gaming Council, the ban reduced the number of views of gambling advertisements
by children (aged 4–17) by 70 per cent over the duration of live sporting programmes.
We also welcomed the Premier League’s announcement that it will ban gambling sponsors
from the front of shirts, and are working with a wider group of sports governing bodies
to introduce a code of conduct on responsible gambling sponsorship.</p><p> </p>
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