The Seventh Industry Code for Socially Responsible Advertising (IGRG code) has recently announced updated rules that apply to all marketing-affiliates of the Betting and Gaming Council (BGC). These rules aim to safeguard children and young individuals from being exposed to gambling advertisements. One significant change is the extension of the commitment to allocate 20% of advertising to promote safer gambling messages. Previously, this commitment was limited to television and radio ads, but it will now encompass digital media advertising as well. The BGC is also requiring digital media platforms with appropriate age filters to adhere to the “25+ rule,” which restricts sponsored or paid-for social media adverts to users aged 25 and above, unless the platform can accurately target individuals over 18. The new code is set to be implemented from 1 December this year. The BGC collaborated with Bacta, the Bingo Association, and the Lotteries Council in formulating these updated rules.
BGC CEO Michael Dugher emphasized the top priority of protecting young people and expressed that BGC members have already taken significant steps to ensure that their adverts reach the appropriate audiences. Additionally, with increased cooperation from digital platforms, further progress can be made. Dugher stressed the essential nature of promoting safer gambling messaging, which includes encouraging customers to use safer gambling tools such as deposit limits and time outs, as well as providing access to support for individuals who may be struggling with their gambling habits. The updated IGRG Code demonstrates the BGC’s commitment to maintaining high standards in the industry.
These rule changes build upon the BGC’s ongoing efforts to shield under-18s from exposure to gambling advertisements. Previous measures include a ban on TV gambling ads during live sports broadcasts and the implementation of cooling-off periods on gaming machines. The BGC has also advocated for deposit limits and introduced enhanced ID and age verification checks for its members. Additionally, the BGC has allocated increased funding towards research, education, and treatment. Furthermore, they have imposed a code of conduct that prohibits football clubs from using their social media accounts for direct marketing related to betting.
Confirmation of the new rules follows criticism faced by BGC CEO Michael Dugher from the support charity Samaritans. The charity accused Dugher of distorting their words to downplay the connection between gambling addiction and suicide. During his appearance before the DCMS Select Committee on gambling in July, Dugher cited Samaritans guidance that recognizes the complexity of suicide. The Samaritans acknowledged that suicide is typically the result of various factors; however, in the case of Luke Ashton, a coroner attributed a “gambling disorder” as one of the causes of death. The BGC refuted the Samaritans’ complaint, asserting that Dugher did not manipulate their guidance and dismissing the accusations as a “smear.”
