The government of the U.K. is being criticized for backing away from its announced intention to ban gaming ads after it claimed there is “little evidence” that such advertising leads to gambling harm, the Guardian reported September 5.
That day, Minister for Sport, Gambling and Civil Society Stuart Andrew told colleagues on the culture, media and sport committee that the government was “evidence driven,” in its reform proposals, while conceding that better research on the harms of gambling is needed.
According to the Guardian, Andrew added, “We have very much gone on the evidence [and] there’s little evidence that exposure to advertising alone causes people to enter into gambling harm. Once we have the research if there’s more evidence that proves advertising is causing harm then we will look at that.”
Andrew projected that the new gambling regulatory framework will be in place by next summer. He added, “We need greater research … to understand this important piece of work,” he said in relation to gambling harms. “We want to have much better research and evidence and where research shows that there is more work needing to be done in an area, we will be more than happy to do that.”
Dr Matt Gaskell, a consultant psychologist who directs the NHS’s northern gambling service, told the Guardian that effects of gambling ads are well known, “and as a result many European countries have taken action to protect their communities with stringent advertising curbs. Our children, young people, and those experiencing harm or in recovery continue to be exposed to ubiquitous gambling advertising, and the government have chosen to expose them to harm.”
Earlier this year the journal Public Health urged advertising restrictions, while also conceding that evidence is limited. But it declared, “In the absence of definitive controlled studies, the substantial and consistent evidence base supports restrictions to reduce exposure to gambling advertising.”
The Guardian notes that the government has said it plans to limit direct marketing to gambling consumers and the government points to a voluntary ban on shirt sponsorships by the Premier League.
Critics say that research funding is lacking, and most of it comes from the gambling sector. The government says it plans to set up an independent research fund paid for by a levy on bookmaking.
Meanwhile the Betting and Gaming Council, a trade association, has released a new Industry Code for Socially Responsible Advertising designed to keep minors from seeing digital media ads that are gambling related, EGR Global reported. Besides preventing ads that youth can see, it will ensure that 20 percent of TV, radio and digital media ads are set aside for responsible gaming messages.
This is progress from the previous code that required all sponsored or paid for social media ads to target the 25 and over age group. The new code will widen this to all digital media.
BGC CEO Michael Dugher commented, “As the standards body for the regulated sector, we are committed to continuing to drive up standards and make big changes across the betting and gaming industry. Helping protect young people is our number one priority.”
The code of conduct has also introduced a ban on TV gambling ads during games, urged deposit limits, new ID and age verification checks, and increased funding for treatment, education and research.
The new code of conduct will go into effect December 1, 2023.
