written and last updated by
Sam Smith at
04 Dec 2023
Journalist, Editorial Department
The British Gambling Council (BGC) is implementing new rules and recommendations as part of the "Code of Socially Responsible Gambling Advertising" (IGRG Code). The updated standards were adopted in September 2023 and came into effect this month.
The original version of the Code was introduced in 2007 by the former Remote Gambling Association (RGA). It was designed to enhance social responsibility in gambling advertising. The latest updates are included in the seventh edition of the document.
The revised Code aims to tighten regulations on digital platform broadcasting to better protect younger audiences. Key measures focus on the impact of gambling advertising on Britons under the age of 25.
Starting December 1, BGC members will be required to ensure that 20% of their television and radio advertising is dedicated to safer gambling messages. This commitment has also been extended to digital platforms, where engagement with younger audiences is more likely than with traditional advertising formats. In an effort to strengthen online advertising targeting, the Code has expanded the scope of the 25+ rule to apply to all digital media platforms.
In its September update, the BGC emphasized the importance of closer collaboration with social media platforms and British advertising agencies. The new version of the IGRG Code also highlights the need to promote safer gambling tools, including time-outs and deposit limits.
The primary regulations governing gambling advertising in the UK are overseen by the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). Final decisions are made by the Advertising Standards Authority (ASA). The BGC manages complaints and violations related to the IGRG Code and is responsible for conducting periodic reviews.
These new measures for safer dissemination of gambling information and improved advertising targeting align with recommendations outlined in the "White Paper," which contains a set of rules regulating the gambling market in the UK.
Additionally, MGM Resorts has unveiled plans for a revamped casino resort in New York.
