CAP and BCAP announce progress with gambling ad consultation – Lexology

What updates have arisen as a result of CAP and BCAPs consultation responding to the findings of the GambleAware Final Synthesis Report?

The key takeaway

CAP and BCAP are working hard to ensure that the most vulnerable members of society are protected from the potential dangers of gambling.

The background

On 6 August 2021, CAP and BCAP published an interim statement that details the progress that has been made on their joint consultation (launched 22 October 2020) that responded to the findings of the GambleAware Final Synthesis Report. The consultation outlined proposals to strengthen rules and guidance around gambling adverts in an effort to further protect vulnerable consumers (under 18s and vulnerable adults). The consultation proposed the following changes/updates:

The development

The interim statement highlights that there was a significant amount of responses to the consultation, particularly in relation to the introduction of a strong appeal rule. Specifically, the responses c

advertising to under 18s would actually work in practice. CAP and BCAP are still in the process of considering these responses and have committed to responding fully by the end of 2021.

However, in the interim statement, CAP and BCAP indicated that they are going to move forward with the implementation of revisions to guidance as well as the proposed technical update to the codes based on the responses and outcomes of the consultation. These are:

Why is this important?

These developments highlights CAPs ongoing commitment to social responsibility within the gambling arena.

Any practical tips?

The updates mean that advertisers will need to adjust their methodology when it comes to gambling ads so that they are not caught out by any changes to the advertising codes. Big gaming brands in particular will need to keep a close eye on future developments, such as the potential for restrictions on ads with strong appeal to under 18s. The latter could have significant and far reaching consequences for gaming operators and their sponsors.

Explore all the key legal developments for the modern commercial lawyer across data, digital, consumer and advertising in the full edition of Snapshots for Autumn 2021.

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CAP and BCAP announce progress with gambling ad consultation - Lexology