Cyprus has become the latest European country to come up with restrictions in the way gambling services are advertised on its territory.
The Cyprus Gaming and Casino Supervision Commission announced Monday that it has crafted a set of rules regarding the promotion of the Mediterranean nation’s nascent land-based casino industry.
There are four operational casinos on the territory of the Republic of Cyprus – one temporary casino in Limassol, which will remain operational while a larger integrated resort is under development in the city, and three satellite casinos in Nicosia, Larnaca, and Ayia Napa.
All four gaming facilities operate under the Cyprus Casinos (C2) brand, which is managed by Integrated Casino Resorts (Cyprus) Ltd. (ICR), the local subsidiary of Hong Kong-listed gaming and hospitality giant Melco Resorts & Entertainment.
The Cyprus Gaming and Casino Supervision Commission issued on July 17, 2019 its Casino Advertising and Promotions Direction, which contains a list of restrictions ICR is obligated to comply with in order to avoid regulatory trouble. The regulator’s advertising code took effect on the very same day it was issued.
The commission pointed out that its recently published directions set the standards and requirements for advertising casino gambling on the territory of Cyprus. The regulator also noted that its latest move aims to “ensure gambling activities are carried out in a socially responsible manner.”
Cyprus’ casino advertising code was published amid an intense debate over whether restrictions are needed in the way gambling products are advertised in Sweden and shortly after a blanket ban on adverts of all forms of gambling took effect in Italy.
The New Restrictions
Under Cyprus’ new advertising rules, casino adds must not air on republic television and radio stations between 6:00 am and 11:00 pm. In addition, when casino ads are broadcast between 11 pm and 6:00 am, they must not be aired during or immediately prior to or after children’s programs or programs that are likely to be of interest to children.
Casino ads that are made available through online publishers, search engines, or social media must not target anyone under the age of 21, which is the legal gambling age in the Republic of Cyprus.
ICR is required to refrain from publishing ads of its casinos on websites “that would disparage the reputation of the ICR and the Republic or its agencies.”
Under the local casino regulator’s new requirements, outdoor and indoor casino advertising displays should not be located within 300 meters of schools, youth centers, playgrounds and other youth-oriented locations.
Casino adverts must contain a clear and visible responsible gambling message that is communicated prominently and “in the same language and at the same speed as the other content.” They should also display the commission’s regulation kitemark.
The regulator warned that any failure by ICR, an employee of the operator, a junket operator or a representative of a junket operator to comply with the advertising code would prompt disciplinary action. The commission would have the “sole discretion” in determining whether there has been a breach of its advertising rules.
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