At the behest of an
overwhelming concern to protect minors from casino related advertising, several
UK gambling trade associations have included a 9pm watershed into a single
voluntary code of socially responsible advertising policies. A 9pm watershed is
what the International Trade Commission deems the suitable time in which television
advertising can cater specifically to adults, assuming that parents will share
responsibility in deeming what is suitable for children to watch on television
after 9 p.m.
This code, which is
being developed by the UK's leading gambling trade associations, including
Business in Sport and Leisure, Association of British Bookmakers, Bingo
Association, British Amusement Catering Trade Association, British Casino
Association and the Remote Gambling Association (representing the interests of
practically all the leading UK online gaming companies), has been developed to
show the industry's appreciation of looser advertising laws, and its commitment
to heightened responsibility in this regard.
In addition to the 9pm
watershed, which became apparent the UK government would likely insist upon,
there are several other provisions in the code to serve as recommended standards
in conjunction with the new advertising rules going into effect on September 1.
This is also the date in which the "white list" of casinos and gaming companies
will be permitted to start advertising campaigns in the UK. The "white list"
could be published as early as this week according to the trade associations.
Other provisions in the
code directly cite the Responsibility in Gambling Trust's website,
Gambleaware.co.uk, which is also to be launched in early September. And while
there are notable advertising carve-outs for bingo and sports advertising,
merchandise which caters to children, such as football jerseys in children
sizes, are to not have betting logo advertising. Specifically, this would mean
Online Casino and Mansion Gaming, both of whom sponsor premiere football
teams, would be required to uphold this provision.