The gambling and betting advertising rules are designed to ensure that ads are socially responsible, with particular regard to the need to protect children, young persons under 18 and other vulnerable groups from being harmed or exploited by advertising that features or promotes gambling and betting. ASA’s ‘monitoring sweep’ forms part of a year-long project in which the advertising authority seeks to expand its resources in screening and identifying online advertising related to age restricted products. These include gambling, alcohol, e-cigarettes and tobacco, slimming and weight loss products. The UK’s Advertising Standards Authority (ASA) has praised the gambling sector for its efforts to clamp down on advertising that may appeal to children, after it noted a significant decline in child-friendly ads in the third quarter. ASA Finds Improvement in Gambling Ads by Muhammad Gregory, 25 November 2020 The Advertising Standards Authority has found that the gambling industry has made considerable improvements in protecting under age viewers from being exposed to gambling-related adverts.

1. Asa Gambling Advertising Logos
2. Asa Gambling Advertising Websites
3. Asa Gambling Advertising Companies
4. Asa Gambling Advertising Definition
5. Asa Gambling Advertising Strategy

Asa Gambling Advertising Logos

The Advertising Standards Authority (ASA) has this morning published the findings of its ‘online monitoring sweep’ identifying age-restricted adverts that have been published within children’s digital media.

This story featured in today’s SBC News 90. To view the latest round-up, watch today’s edition here.

ASA’s ‘monitoring sweep’ forms part of a year-long project in which the advertising authority seeks to expand its resources in screening and identifying online advertising related to age restricted products. These include gambling, alcohol, e-cigarettes and tobacco, slimming and weight loss products.

UK advertisers placing age-restricted ads online are required, under the Advertising Code, to target their ads away from child audiences.

Further project objectives see ASA monitor adverts of junk food and soft drinks classified as high in fat, salt or sugar (HFSS products) targeting younger audiences.

Tracking a three-month period, ASA’s monitoring tools captured ads served on a sample of 50 websites and YouTube channels popular with a ‘disproportionately high child audience’.

Overall, 159 adverts breached ASA rules on age-restriction, with 35 advertisers placing non-compliant adverts across 34 websites and five YouTube channels – media aimed at orattracting a disproportionately large child audience.

A breakdown of gambling content saw 70 different betting ads from four gambling operators appear across eight websites – gambling advertising breaches featured higher than alcohol (10 adverts) and tobacco (one e-cigarette advert).

HFSS was found to have the highest non-compliant category with 78 different HFSS ads from 29 advertisers appearing on 24 websites and five YouTube channels

ASA Chief Executive Guy Parker said: “The ASA is using technology to proactively monitor online ads to help build a culture of zero tolerance for age-restricted ads appearing on websites aimed at children.”

“We expect advertisers and the parties they contract with to use the sophisticated tools available to them to target their ads responsibly. This is just one part of a wider set of initiatives we’re undertaking to ensure children are protected online and we’ll report on our further work in this area in the coming months.”

ASA concluded its report stating that it has contacted advertisers that have breached its advertising code. Moving forward the authority will run its monitoring sweep as a ‘quarterly exercise over the next 12 months’.

Announcing the industry’s new ‘Action Plan’ in May, the Betting and Gaming Council (BGC) underlined industry leaderships commitment to improving advertising safeguards.

Marked as a key objective, the BGC stated that it has formed an industry working group to collaborate with advertising bodies and media partners in developing new adtech solutionsto prevent underage audiences from viewing with online gambling adverts.

The Advertising Standards Authority (ASA) has urged the local people to file reports about gambling adverts that make reference to the coronavirus crisis and promised to take swift measures against those who breach advertising code rules.

The regulatory body explained that the way online gambling services are conducted, including the frequency and nature of their advertising, was a matter of paramount priority when it comes to regulation under the ongoing pandemic.

According to the ASA, the massive lockdown has resulted in the establishment of what the regulator described as a captive audience, with many people being concerned and uncertain about the future, not to mention that many Brits are facing financial difficulties because of the situation. What the regulator is concerned about, is the possibility that some of them may recognise gambling as an escape from the situation and face gambling-related harm.

The national lockdown experienced in the UK because of the coronavirus outbreak had already made the advertising regulator launch a reporting process to get notified about any Covid-19-related claims in adverts. Now, it has reminded that gambling was no different than that. That is exactly why the Advertising Standards Authority encouraged members of the public to report gambling adverts referring to the Covid-19 pandemic or any related matters.

Advertising Watchdog Reminds That Gambling Companies Should Not Take Advantage of Their Customers

According to the advertising watchdog, ads that feature themes or claims regarding a particular situation or concern during the nationwide lockdown should be reported, too. The regulatory body explained that adverts following such an approach would raise compliance concerns, and the present situation is even more serious, so the ASA would take action against irresponsible messaging in gambling advertising.

In order to do that, the advertising watchdog plans to continue its cooperation with the UK Gambling Commission (UKGC) to identify issues and enforce compliance. On the other hand, the regulator is also set to monitor advertising within the gambling sector for a range of different matters in the coronavirus crisis’ context. The watchdog further noted that it recognises adverts that make references to problem gambling indicators or make gambling look like a normal, everyday activity, as being particularly concerning.

Asa Gambling Advertising Websites

In addition, adverts that suggest gambling as a form of an escape from the reality, refer to customers’ personal problems, or seek to take advantage of customers’ financial concerns, will also fall under the scope of the regulatory efforts.

The ASA revealed that gambling companies are warned to be particularly careful when it comes to being in line with the Advertising Codes and to making sure they do not take advantage of people’s vulnerabilities. The regulator will also continue making efforts to protect underage individuals from being targeted by gambling advertising and from being encouraged to gamble.

Asa Gambling Advertising Companies

• Author

Asa Gambling Advertising Definition

Olivia Cole

Asa Gambling Advertising Strategy