Gambling adverts to face strict rules

GAMBLING ADVERTS that offer free bonuses and urge consumers to bet immediately during live events are to face tougher restrictions as part of efforts to protect problem gamblers.

The new standards, which will take effect from April 2, will restrict adverts that create an “inappropriate” sense of urgency, such as those that include “bet now” messages during live events or encourage repetitive play, the Committees of Advertising Practice (Cap) has announced.

Adverts must not play on individuals’ susceptibilities, such as financial concerns or self-esteem, or contain anything that might exploit vulnerable groups such as those with problem gambling issues.

The standards also make it clear that “money back” offers must be in cash and not bonuses, and “risk free” offers must not result in any loss to the consumer.

The 2005 Gambling Act liberalised gambling advertising in the UK and the market has grown significantly since then, with new online platforms to advertise and for people to participate in gambling.

Cap director 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.”