The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have conducted a survey on the effect that gambling advertising has on children, young adults, and other vulnerable people. Experts from the two regulatory bodies, which are responsible for the creation and maintenance of the so-called UK Advertising Codes, have concluded that gambling-related advertising has “limited” effect on the above-mentioned demographics.
The research was requested by the Department for Culture, Media and Sport (DCMS). Generally speaking, the regulatory body is in charge of the regulation of gambling in the United Kingdom.
CAP and BCAP found out that although the number of gambling advertising campaigns has increased vastly since the introduction of the so-called Gambling Act 2005, the current regulations are sufficiently good.
Shahriar Coupal, CAP’s director, stated that he and his colleagues are perfectly aware that “gambling can be a contentious issue.” This is why proper rules should be applied, so as for it to be advertised in a sound manner.
He also shared that although the current regulation has proven to be effective enough, the two regulatory bodies will take due measures in case they consider a given gambling advertising campaign potentially dangerous to children, young adults, or other vulnerable people.
According to the report, both CAP and BCAP are pleased with the fact that there is no need for new rules to be developed and implemented. What is more, it seems that the academic literature as well as the key numerical data that researchers used in their study pointed to the effectiveness of the UK Advertising Codes. As mentioned above, the latter’s primary goal is to prevent children and other vulnerable demographic from being exposed to the negative effects that some gambling advertisements might have on them.
The report also said that problem gambling behavior and participation of underage people in gambling activities are currently at low levels and as it seems, a significant drop has been marked since 2007, despite the fact that a considerable growth in advertising could be noticed.
According to the study, the impact that gambling advertising has on vulnerable people is relatively small, if any.
CAP and BCAP believe that no tighter restrictions, such as the prohibition of advertisements in particular media, would be necessary for now. Their report also paid special attention to Dr. Per Binde’s review that he posted not long ago.
According to CAP and BCAP’s report, Dr. Binde calls for improvement in the way gambling might affect vulnerable demographics. The two regulatory bodies promised that they will keep on monitoring the gambling advertising industry, so as to make sure that the UK Advertising Codes are effective enough. What is more, they will ensure that advertising campaigns are reasonable and responsible.
