Betting and Gaming Council Enhances Responsible Advertising Standards

The Betting and Gaming Council (BGC) has announced major modifications to the Seventh sector Code for Socially Responsible Advertising (IGRG code), tightening advertising standards in the UK gaming sector. These improvements are in line with the upcoming UK white paper and are intended to strengthen consumer protection and raise awareness about compulsive gambling.

A significant modification to the legislation requires that 20% of all advertising on television, radio, and digital channels promote safer gaming practices. This reform demonstrates Council members’ commitment to ensuring that consumers are well-informed about the possible hazards involved with gaming.

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BGC CEO Michael Dugher expressed confidence that these improvements will improve existing standards and provide customers with the information and resources they need to make educated decisions. The BGC strives to find a balance between a growing sector and its clients’ well-being.

Another significant adjustment tackles the issue of underage advertising by requiring all internet promotional material to be 25 or older. Dugher stressed that the BGC’s first objective is to safeguard UK minors, and the Council intends to work with social media providers to ensure compliance.

These extensive improvements are in line with the anticipated UK white paper, which will significantly alter the country’s gambling regulations. With feedback from industry stakeholders such as charities, regulators, and the BGC, the government is completing revisions and preparing for implementation.

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The IGRG code modifications will go into effect on December 1, 2023, giving operators time to alter their methods. While these measures are substantial steps forward, the dependence on self-regulation remains a worry. Collaboration with statutory regulatory authorities such as the ASA and UKGC is critical for consumer protection and promoting a responsible and sustainable industry.

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