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Online Casino Adverts on UK Television.

From September 2007, gambling companies will be able to place adverts on television in the United Kingdom. This comes after the passing on the Gambling Act last year, which allows autonomy for companies to reach out to the general public.

In spite of this new freedom, very strict restriction will come into effect to ensure they fall within guidelines. There will be a public discussion underlining these guidelines, which will see the advertising regulations completed for when the Gambling Act comes into play next year. The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) will chair this discussion.

Andrew Brown, CAP, and BCAP chairman said ‘The overriding responsibility was to ensure gambling advertisements were socially responsible and avoided any harm or exploitation of children or vulnerable groups’.

Issues that the committee will address are to make sure the adverts are not social irresponsible; ensuring they don’t appeal to youth culture; making it look like gambling will make you appear more attractive; and the possibility of financial freedom.

Once adverts start to appear on television and in print, the Advertising Standards Authority and the Gambling Commission will asses the adverts respectively. Any adverts that break the guidelines set will be referred to Ofcom, The independent regulator and competition authority for the UK communications industries.

Gambling Commission chairman Peter Dean said, ‘It will be crucial to ensure that advertisements are consistent with the provisions in the legislation, and in particular with the objective of protecting children and other vulnerable people from harm.’

Stephen Holder
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