The Betting and Gaming Council (BGC) has released changes to the Seventh Industry Code for Socially Responsible Advertising (IGRG code) with regard to advertising standards.
The changes have been made as part of the focus to reduce gambling-related harm and exposure to those under the legal gambling age.
One of the changes will ensure that 20% of advertising across TV, radio and digital channels is dedicated to safer gambling messaging.
Michael Dugher, BGC CEO, said: “As the standards body for the regulated sector, we are committed to continuing to drive up standards and make big changes across the betting and gaming industry.
“Helping protect young people is our number one priority.
“BGC Members have already taken significant steps to ensure adverts by our members only reach the right audiences. With more help from the platforms, we can do even more."
Another change will be to enforce a minimum age of 25 years for all digital platform advertisements.
These will come into effect on 1 December 2023.
Dugher continued: “Safer gambling messaging is also absolutely crucial.
“It is about ensuring that customers use safer gambling tools like setting deposits limits and time outs, but also it is about the vitally important work of signposting the help that is out there to help the minority of gamblers who might be struggling with their betting and gaming.
”The new edition of the IGRG Code is further evidence of our determination to continue to ensure that standards are rising and are as high as they can possibly be”.
Earlier today, the Gambling Commission and BGC suspended the operating licences of In Touch Games, an online gambling company operating in Great Britain.
