BGC pledges 20% of ad airtime for safer gambling messages
A fifth of TV and radio gambling ads will be devoted to RG policy as Covid-19 blackout campaign ends
Operator members of the Betting and Gaming Council (BGC) will relinquish 20% of TV and radio advertising to safer gambling messaging for the foreseeable future.
It is understood the pledge will replace the six-week-long Covid-19 ban on TV and radio advertisements by BGC members, which is due to expire today.
BGC members will ensure that at least 20% of their TV and radio advertising in future will be safer gambling messages. pic.twitter.com/Jx27nZlOd1
— Betting and Gaming Council (@BetGameCouncil) June 5, 2020
BGC CEO Michael Dugher confirmed the news in an editorial for Politics Home, discussing the return of live sport in the UK following the easing of coronavirus lockdown restrictions.
Dugher said that while the ban will end, the industry’s commitment to responsible advertising and promoting safer gambling will continue.
“To that end, our members – who account for around half of all gambling advertising on TV and radio in the UK – will ensure that at least 20% of all advertising on TV and radio will be safer gambling adverts,” said Dugher.
“Our members will also continue to abide by the stringent measures which are already put in place by advertising standards watchdogs,” he added.
https://twitter.com/gamblinglamb/status/1268864711011061765
BGC members voluntarily ceased gambling advertising on TV and radio in April amid concern that coronavirus lockdown measures could lead to an increase in gambling-related harm.
However, Gambling Commission data collected in May revealed no increase, instead citing a rise in activity across certain verticals including online casino and virtual sports.
The trade body is also developing a code on sponsorship to “assist operators in applying safer gambling principles” into future agreements.