The Committees of Advertising Practice (CAP) has released new guidelines for advertising standards that UK bookmakers will have to abide by. The Committee has tightened up the regulations in order to try and better protect customers.
The bookmakers will still be able to advertise live-odds but when doing, bookmakers can’t use any undue pressure which could be determined as calls to action such as using the phrase “Bet Now”. The regulations will try and curb the pressuring of customers into making betting actions that they would not otherwise do.
While the new business target lives betting promotions, other areas of advertising were targeted too. Any “Money Back” offers from bookmakers have now be delivered in cash instead of bonus and any “risk-free” offers have to no loss to the consumer. Any limitations on “matched bets” have to be stated upfront as well.
Director of the Committees of Advertising Practice Shahriar Coupal said: “We won’t tolerate gambling ads that exploit people’s vulnerabilities or play fast and loose with eye-catching free bet and bonus offers. Our new guidance takes account of the best available evidence to strengthen the protections already in place, ensuring that gambling is presented responsibly, minimising the potential for harm.”
The Remote Gambling Association commented: “In recent months we have worked constructively with The Committees of Advertising Practice (CAP) and other stakeholders on a range of related issues. This new guidance is the latest reflection of that and we fully support the thrust of the new measures.
“We hope and believe that collectively this and other initiatives will go a long way to addressing many of the concerns that have been expressed about gambling advertising, especially on television.”
The guidelines from the CAP are also helping the advertisers understand just what the ASA (Advertising Standards Agency) deems acceptable as well, such as how terms and conditions of offers should be displayed.
The majority of complaints received by the ASA about terms and conditions in gambling ads are about the requirement for consumers to make a deposit to access their “free bets/bonus” or the number of times they must then wager their “free bet” and deposit money before they are allowed to withdraw any winnings.
Other standards (which will come into effect on 2 April 2018) being introduced include:
- Curb trivialisation of gambling (e.g. encouraging repetitive play);
- Prevent approaches that give an irresponsible perception of the risk or control (e.g. “Risk Free Deposit Bonus”);
- Provide greater detail on problem gambling behaviours and associated behaviours indicators that should not be portrayed, even indirectly;
- Prevent undue emphasis on money-motives for gambling; and
- Provide more detail on vulnerable groups like problem gamblers that marketers need to work to protect.
