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<p>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 gambling firms.</p><p>In April last year, HM Government published a White
Paper on gambling which outlined a comprehensive package of reforms to make gambling
safer following an exhaustive assessment of the evidence, including on gambling advertising.
We concluded that further action on advertising was needed, which is why we and the
Gambling Commission are introducing 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 about the risks associated with gambling.</p><p>This supplements the already
robust rules in place to ensure that gambling advertising is socially responsible
and that it cannot be targeted at or strongly appeal to children. This includes specific
licence conditions for operators, including the requirement to abide by the UK Advertising
Codes, which further regulate how gambling operators advertise. The UK Advertising
Codes were strengthened in 2022, with new protections for children and vulnerable
adults.</p>
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