Betting and Gaming Council commit to continue safer gambling adverts

Betting and Gaming Council members have pledged to ensure that 20 per cent of their television and radio adverts will be devoted to safer gambling.

In April, the industry standards body announced restrictions on advertising for gaming products, a move prompted by the Covid-19 lockdown. Pre-booked advertising slots were devoted to safer gambling messaging, donated to a charity, or removed completely.

That agreement came to an end on Friday, but BGC chief executive Michael Dugher, writing on the Politics Home website, said: "The industry's commitment to responsible advertising and promoting safer gambling will continue.

"To that end, our members, who account for around half of all gambling advertising on TV and radio in the UK, will ensure that at least 20 per cent of all advertising on TV and radio will be safer gambling adverts.

"And our members will also continue to abide by the stringent measures which are already put in place by advertising standards watchdogs."

Dugher said that the BGC was also developing a code on sponsorship, "to assist operators in applying strong safer gambling principles" into future sponsorship.

Michael Dugher: chief executive of the Betting and Gaming Council

BGC members are bringing in a default "25+ rule" for online advertising where the platform cannot confidently ensure customers are over 18, while a new code of conduct is being developed for affiliates.

Dugher added: "As we happily begin to ease our way out of lockdown, we will continue to have our foot on the gas when it comes to our commitment to safer gambling – including responsible advertising."

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