ASA publishes gambling advertising review
Advertising watchdog states current rules are largely in line with public opinion, but raises concerns over accuracy of sales promotions
The Advertising Standards Authority (ASA) has published its review into gambling advertising and identified several areas that it considers warrant further consideration, including the need for it to be more proactive in issues relating to socially responsible marketing.
Research conducted by the UK’s advertising watchdog and independent agency Research Works found that while the authority’s decision making is largely in line with public opinion, the ASA needs to be more vigilant around ads which could appeal to small children.
Concerns are also raised over the transparency and accuracy of gambling sales promotions, while the number of adverts indirectly linking gambling with toughness, resilience and recklessness were also questioned.
The ASA said it would be more proactive in dealing with potential breaches of rules not raised by complainants.
Responding to the results of the review, the ASA said it would prioritise potential breaches relating to sales promotions and be more proactive on issues relating to social responsibility.
The authority will also work more closely with the Department for Culture Media and Sport and the Gambling Commission in the future.
“We’re pleased our decisions are in line with people’s opinions but we’re not complacent: there are areas we need to examine further as part of our commitment to ensure every UK ad’s a responsible ad,” Guy Parker, chief executive at the ASA, said.
The ASA was tasked with carrying out an independent review into how restrictions on gambling advertising are carried out as part of a wider review into the practice launched earlier this year.
A separate industry review led by the Remote Gambling Association has also been completed, with the results scheduled to be released early next month.
Meanwhile leading bookmakers in the UK responded to growing concerns over gambling advertising by forming the Senet Group last month, a self-regulatory body that will clamp down on irresponsible advertising.