The gambling world is rapidly expanding, and with this growth comes an increase in advertising across all forms of media. In response to concerns about the impact of gambling promotions, especially on vulnerable individuals, the Advertising Regulatory Board (ARB) has introduced an updated Gambling Code Appendix. This new framework ensures gambling advertisements are responsible and aligned with existing laws.
While these regulations don’t introduce new laws, they bring together existing rules and present them in a clear, accessible manner. This approach makes it easier for advertisers and stakeholders to understand and comply with the legal requirements around gambling promotions.
Key Provisions for Gambling Advertisements
The Gambling Code Appendix outlines several rules that advertisers must follow to prevent the irresponsible promotion of gambling activities. Some of the key points include:
- No Misleading Claims: Advertisements must not present gambling as a surefire way to achieve financial success or recovery from past losses. They should avoid suggesting that gambling is a solution to financial hardship or a path to quick wealth.
- Responsible Representation: Ads should not depict excessive gambling or present it as a means to achieve social or personal success. They must not imply that longer gambling sessions increase the chances of winning or that gambling involves skill.
- Protection of Minors: One of the primary concerns of the new guidelines is to protect minors from exposure to gambling advertising. Ads cannot target minors or appear in media for audiences under 18. This includes restrictions on where these ads can be placed, such as in venues or outdoor displays near schools and youth centers.
- Clear Responsible Gambling Messaging: All gambling advertisements must include a message warning about the risks of addiction. This is crucial to the ARB’s effort to promote responsible gambling. The warning must be visible and accessible, whether the advertisement is in print, on TV, or online. It should include the National Responsible Gambling Programme’s toll-free helpline and state that gambling is only for individuals over 18.
Moving Towards More Comprehensive Regulation
The introduction of this appendix marks a positive step in ensuring that gambling promotions are responsible and do not exploit vulnerable individuals. However, the ARB acknowledges that this is only the first step. In 2025, the board plans to further engage with industry stakeholders to explore ways to strengthen these regulations and provide better consumer protection.
The ARB’s work highlights the need for all media platforms and gambling companies to take a more responsible approach when promoting gambling activities. As the landscape continues to evolve, the goal is to create a safer environment where individuals can engage in gambling activities in a way that minimizes harm.
A Call to Action for Media Stakeholders
Media outlets and advertisers are urged to review the new Gambling Code Appendix carefully and ensure they follow the outlined guidelines. It is especially important to focus on the provisions related to advertising to minors and responsible gambling messaging. By doing so, the industry can help prevent harm and encourage a more responsible approach to gambling promotion.
In summary, the ARB’s updated guidelines are an important milestone in the effort to ensure that gambling advertising is not only legal but also responsible. By consolidating existing laws and making them more accessible, the ARB is paving the way for a safer gambling environment. However, as the industry continues to grow, so too should the regulations that protect consumers.
