IGRG’s 4th code places GambleAware at the forefront of TV advertising campaigns  

Seeking to improve industry advertising and promotional standards, the Industry Group for Responsible Gambling (IGRG) has moved to strengthen its code for operator advertising practices.

Issuing a market update, the IGRG will require that all UK licensed gambling operators reference industry charity GambleAware (begambleaware.org) across their TV advertising campaigns.

IGRG governance states that it will move to implement its required provision by the end of June 2018.

The industry social responsibility body details that the GambleAware notification was added to enhance the 4th edition of its Industry Code.

“As part of the Government’s wider review into gambling advertising, it became apparent that there were concerns that the previously required references to begambleaware.org and responsible gambling messages themselves were frequently not appearing on screen for long enough to be readily noticeable”. The IGRG details in its release.

Commenting on the industry update, the IGRG Chairman, John Hagan said:

“As part of a wider package of measures flowing from the Government’s review, we believe this change to the Industry Code will help to improve the overall tone and content of gambling adverts, especially on television, in a way that will help to raise awareness of the need to gamble safely and responsibly. In addition, we are happy to reiterate our commitment to review the Code on an annual basis in order to consider any emerging issues.”

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