The British Betting and Gambling Council (BGC) implemented the latest rules and recommendations outlined in the seventh edition of the “Gambling Industry Code for Socially Responsible Advertising” (IGRG Code).
Originally introduced by the former Remote Gambling Association (RGA) in 2007, the Code has undergone significant updates to enhance measures promoting social responsibility in gambling advertising.
The revised Code aims to impose stricter regulations to safeguard a younger audience, particularly those under the age of 25.
Starting from December 1, members of the BGC are required to allocate 20% of their TV and radio advertising towards messages promoting safer gambling. This commitment has been extended to include digital platforms, which are particularly influential in reaching a younger audience compared to traditional advertising formats.
The basic rules governing gambling advertising in the UK are overseen by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), with final decisions resting with the Advertising Standards Authority (ASA). The BGC is responsible for handling complaints and violations related to the IGRG Code and conducts periodic reviews.
The newly implemented measures aim to facilitate the safer development of awareness of gambling and enhance advertising targeting, aligning with the recommendations set by the White Paper — a comprehensive document outlining rules for the UK gambling market.
Meanwhile, Denmark has recently launched a website dedicated to gambling — StyrPåSpillet.dk. Developed by the Danish Gambling Authority, Spillemyndigheden, this online resource covers a wide range of topics, including land-based, lotteries, and online gambling spheres. Notably, it also addresses the issue of compulsive gambling.
The website also includes content for teachers, parents, and students aged 13 to 15. The goal is to educate this younger audience about responsible gambling practices and how to recognise signs of compulsive gambling behavior.
Despite the legal age for gambling in Denmark being 18, the website highlights a concerning statistic: about 25,000 Danish residents between the ages of 12 and 17 are reported to have gambling problems.
Furthermore, StyrPåSpillet.dk hosts the podcast “Vi snakker om spillet” (“We talk about the game”). This podcast serves as a platform for people to share their personal experiences dealing with gambling addiction.
