The Chief Executive of the Betting and Gaming Council, Michael Dugher, has called for further action on the Online Harms Bill, which would crack down on those promoting unregulated betting sites.
Using technology tools in partnership with third parties and charities, the BGC aims to ”raise awareness of the measures available to tailor the adverts we, our children, and other vulnerable people see.’
In addition, a code of conduct will also be developed for affiliates while requests are made to encourage the UK Gambling Commission’s licencing of affiliates.
Dugher commented: “In the coming weeks and months, millions of us will fancy a flutter – whether that’s on Royal Ascot or a bet on the Merseyside derby – and the vast majority will do so happily and safely. The BGC is determined that every possible step is taken to make sure that continues to be the case.
“As we happily begin to ease our way out of lockdown, we will continue to have our foot on the gas when it comes to our commitment to safer gambling – including responsible advertising.”
In addition, this call for action came in the same statement where the BGC announced its commitment to ensure that 20 percent of its members’ TV and radio advertisements are safer gambling adverts.
Writing on Politics Home, Dugher clarified that the company association aims to continue its commitment to more stable gambling. Emphasising the need to achieve a ‘balance’ between advertising and responsibility, the members of the BGC will ‘continue to abide by the stringent measures already put in place by advertising standards watchdogs.’
Dugher added: “This agreement by BGC members comes to an end today, but the industry’s commitment to responsible advertising and promoting safer gambling will continue.
“To that end, our members – who account for around half of all gambling advertising on TV and radio in the UK – will ensure that at least 20 per cent of all advertising on TV and radio will be safer gambling adverts.
“In response to public concern, we voluntarily introduced a ‘whistle-to-whistle’ ban on TV advertising around all live sport.This means that, for any live sports before 9pm, from five minutes before an event starts, during it and until five minutes after it ends, no betting adverts can appear. It is worth remembering, incidentally, that there are no restrictions on National Lottery advertising at any time of day.
“No doubt prohibitionists from the anti-gambling lobby will say that the advertising restrictions on our members do not go far enough.”