IGRG’s third industry advertising code focuses on social media and affiliate verticals

John Hagan

Seeking to enhance industry advertising standards and promotional best practices, the Industry Group for Responsible Gambling (IGRG) has published its new ‘Gambling Industry Code for Socially Responsible Advertising guidelines document.

The document forms part of the IGRG’s ongoing industry code, which seeks to be implemented by the end of 2017.

Presenting its third edition, the Code was originally produced in 2007. The second edition of the Code introduced in 2016 a range of additional measures and included a commitment to an ongoing review process.

In the document, IGRG details new guidelines and amendments for the promotion of gambling services. These include several measures designed to limit promotional exposure to minors on social media channels such as Twitter and YouTube. Furthermore, IGRG requires for all references to GambleAware to be changed to www.begambleaware.org.

Edition three has seen the IGRG place a significant emphasis on affiliate marketing practices and partner compliance with operator marketing.  ‘For the first time a specific reference to the need for all operators to do their best to ensure that any affiliates that market on their behalf also complies with the requirements of the Code.’

Commenting on the advertising reforms, John Hagan IGRG Chairman said:

‘The advertising of gambling has probably never been more in the spotlight than it is at present and we await with interest the eventual conclusions of the ongoing DCMS review. In the meantime, pursuant to our own commitment to review the Code on a regular basis, I am glad that we have brought forward now some very worthwhile additions relating to advertising on social media, affiliate marketing and the referencing of www.begambleaware.org in print and broadcast advertising.’