The Betting and Gaming Council (BGC) has announced significant changes to the Seventh Industry Code for Socially Responsible Advertising (IGRG code) to further its commitment to reducing gambling-related harm and protecting minors from exposure to gambling content.
Enhancing Safer Gambling Messaging:
One of the key amendments requires that a substantial 20% of advertising across television, radio, and digital channels must be dedicated to promoting safer gambling messaging. This move aims to encourage responsible gambling behavior among consumers and create awareness about the tools available, such as deposit limits and time-outs.
Raising the Minimum Age for Digital Ads:
Another crucial change involves the enforcement of a minimum age of 25 for all digital platform advertisements. By raising the age threshold, the BGC intends to ensure that gambling content is not accessible to individuals below this age.
Implementation Date:
These new advertising standards will come into effect on December 1, 2023, giving operators and platforms time to adjust their advertising strategies and practices accordingly.
Michael Dugher’s Perspective:
Michael Dugher, CEO of the BGC, emphasized the organization’s unwavering commitment to protecting young people and promoting responsible gambling. He highlighted the significant steps already taken by BGC members to ensure that advertisements reach only the intended audiences. Dugher also stressed the importance of collaboration with digital platforms to achieve even higher standards in the industry.
Supporting Safer Gambling:
The BGC recognizes that safer gambling messaging is a crucial component of responsible gambling promotion. It not only encourages customers to utilize safer gambling tools but also plays a vital role in guiding individuals who may be struggling with their betting and gaming activities toward the help and support available.
The BGC’s latest revisions to the IGRG Code demonstrate its determination to continually raise industry standards and prioritize responsible gambling practices. By dedicating a significant portion of advertising to safer gambling messaging and raising the age limit for digital ads, the BGC aims to create a safer and more responsible gambling environment in the UK.