Check yourself. That's the message from the Committee of Advertising Practice (CAP) in the U.K., as September will see the end of certain restrictions on gambling advertising, but not without a new set of "rigorous and robust" rules to keep things in check.
Coming in to force in September 2007, the new rules are to ensure all gambling advertisements are "socially responsible," with a particular regard for protecting children and the more "vulnerable" members of society.
In essence, the ads must not:
- Portray, condone or encourage gambling behavior that is socially irresponsible or could lead to financial, social or emotional harm.
- Exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons.
- Suggest gambling can be a solution to financial concerns.
- Link gambling to seduction, sexual success or enhanced attractiveness.
- Be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture.
The new rules coincide with the rolling out of the Gambling Act 2005, which established a new legislative framework for gambling in the U.K. and allows gambling companies to advertise freely in previously restricted broadcast media.
"These changes to gambling regulation mark a significant milestone in the way betting and gaming can be advertised in the U.K.," says Roger Wisbey, Secretary of the CAP.
"Of paramount importance is making sure the advertising gambling restrictions provide a high-level of consumer protection."