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CAP tightens guidelines on betting advertising

14th February 2018 / lee
Betting News

New guidelines have been announced by the Committees of Advertising Practice (CAP) relating to how advertisers approach pushing their betting products. UK bookmakers will have to abide by these new guidelines or face sanctions and the new regulations are seen as necessary to try and better protect customers.

There has been a focus on live-odds in advertising through the new regulations, and while bookmaker can still use live-odds in advertising, there can’t be any calls to action such as using the phrase “Bet Now” along with them. This is in order to try and prevent customers from feeling pressured into making bets which perhaps they would not otherwise consider doing.

Other areas of advertising have come under scrutiny in the new guidelines too. Any “Money Back” offers from bookmakers have now be delivered in cash instead of bonus and any “risk free” offers have to no loss to the consumer. Any limitations on “matched bets” have to be stated upfront as well.

Director of the Committees of Advertising Practice Shahriar Coupal said: “We won’t tolerate gambling ads that exploit people’s vulnerabilities or play fast and loose with eye-catching free bet and bonus offers. Our new guidance takes account of the best available evidence to strengthen the protections already in place, ensuring that gambling is presented responsibly, minimising the potential for harm.”

The Remote Gambling Association commented: “In recent months we have worked constructively with The Committees of Advertising Practice (CAP) and other stakeholders on a range of related issues. This new guidance is the latest reflection of that and we fully support the thrust of the new measures.

“We hope and believe that collectively this and other initiatives will go a long way to addressing many of the concerns that have been expressed about gambling advertising, especially on television.”

The guidelines from the CAP are also helping the advertisers understand just what the ASA (Advertising Standards Agency) deems acceptable as well, such as how terms and conditions of offers should be displayed.

The majority of complaints received by the ASA about terms and conditions in gambling ads are about the requirement for consumers to make a deposit to access their “free bets/bonus” or the number of times they must then wager their “free bet” and deposit money before they are allowed to withdraw any winnings.

Other standards (which will come into effect on 2 April 2018) being introduced include:

Curb trivialisation of gambling (e.g. encouraging repetitive play);
Prevent approaches that give an irresponsible perception of the risk or control (e.g. “Risk Free Deposit Bonus”);
Provide greater detail on problem gambling behaviours and associated behaviours indicators that should not be portrayed, even indirectly;
Prevent undue emphasis on money-motives for gambling; and
Provide more detail on vulnerable groups like problem gamblers that marketers need to work to protect.

Mentioned offers may be restricted to new customers, T&C's apply. Older offers may be not valid anymore. See details directly at the bookmaker's website. 18+. Please Gamble Responsibly.

* All mentioned odds were valid at the time of writing. Betting odds are subject to fluctuations. Please check the current odds with the respective bookmaker!

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