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INSIGHT GAMBLING ADVERTISING


conducts when it comes to gambling advertising. The Betting and Gaming Council (BGC) adheres to the Industry Group for Responsible Gambling (IGRG) policies. This includes the voluntary whistle to whistle ban which bans sports betting advertising around live sports from five minutes before a fixture starts to five minutes after it ends.


In addition, in November the leading UK gambling companies signed up to Safer Gambling Commitments including the strengthening and expansion of codes of practice for advertising and marketing. The goals of the commitments when it comes to advertising are to set and adhere to the highest standards of responsibility in all advertising and marketing. They include the promotion of safer gambling and to “robustly address concerns around volume, tone and content across television, online and sports sponsorship.” In order to achieve this BGC said it would carry out:


l


An independent review into the effectiveness and impact of the whistle- to-whistle television advertising ban.


l


Develop and adopt a new Code of Conduct for sponsorship activities, including integrating safer gambling into


In January, UK Sports Minister Nigel Adams told the BBC that football has "far too much dependency" on sponsorship from gambling


companies. "We're going to be reviewing the current Gambling Act and I'm sure the link between sports - football in particular - will form a part of that," he said. Consequently it seems that industry measures may well not be enough to alleviate government concern.


brand activation in consultation with sports clubs, rights holders and advertising bodies.


l


Develop a new Code of Conduct for Responsible Promotions, including bonuses, customer contact, VIP promotions and rewards.


l


Develop a new Code of Conduct for Affiliate Marketing, establishing minimum standards and creating robust procedures across the industry


In January the UK Gambling Commission (UKGC) confirmed that it would create three new working groups to help facilitate the implementation of the safer gambling standards.


But will this all be enough to protect vulnerable players? And are betting companies and the government really doing enough? According to Carolyn Harris, a Labour MP who was recently re-elected as Chair of The Gambling Related Harm All Party Parliamentary Group, the answer is an emphatic NO. Indeed the fact that UKGC commission taskforce is working with the industry to create new industry standards means that there is a conflict of interest and is therefore a case of “the gambling industry marking their own homework”. This is an argument Neil McArthur, the chief executive of the UKGC recently refuted. Talking during the annual CMS law conference in London Mr McArthur acknowledged that more needed to be done but argued that the gambling commission


NEWSWIRE / INTERACTIVE / MARKET DATA P45


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