When the ban comes into force, there will be no advertisements for gambling companies during a set time period, beginning from five minutes before a start of the event to five minutes after its end.
There will be other measures as well, such as an end to betting adverts being broadcast around highlight shows and re-runs. Bookmakers will not be allowed to sponsor sports programmes shown before the 9PM. Exceptions will be made for horse and greyhound programmes, which are seen as more reliant on betting than other forms of televised sport.
“We believe that these new voluntary TV measures, which have been approved by the trade associations representing every sector of the gambling industry, will drastically reduce the amount of gambling advertising on television and they complement the strict controls that already govern gambling companies around advertising on digital platforms,” IGRG chair John Hagan commented.
“We believe that this is itself a historic moment as we strive to provide the ever, safer gambling environment which gambling consumers and the wider public expect, and which is so important to the future success and sustainability of our industry,” he added.
The move comes after some speculation, with news of the ban – which was first discussed earlier last month – first revealed by the BBC amid growing pressure on the industry to amend its advertising strategies.
The move was welcomed by State Secretary of State for Digital, Culture, Media and Sport Jeremy Wright. “Gambling firms banning advertising on TV during live sport is a welcome move and I am pleased that the sector is stepping up and responding to public concerns. It is vital children and vulnerable people are protected from the threat of gambling-related harm. Companies must be socially responsable,” Wright said.
UKGC chief Neil McArthur described the announcement as a significant step towards showing that the betting industry was mindful of customer concerns.
Source: GMB / Europeangaming.eu
