The new legislation
Advertising
The Gambling Commission requires all operators to comply with the industry’s code of practice on advertising. This code of practice states clearly that:
“The website address [www.gambleaware.co.uk] should be carried on all non-broadcast advertising which is produced from 1 September 2007 where it is feasible, practical, and necessary to do so. It should be presented in such a way that it is clearly legible. The same principles should apply to broadcast advertising.”
The code has been agreed with government and the Gambling Commission. It supplements the guidelines issued by the Advertising Standards Authority and the Broadcast Committee of Advertising Practice. To help operators adhere to this code, this microsite contains downloads and guidelines about the Gamble Aware logo and website.
Information for customers
The Gambling Commission’s licence conditions require operators to provide information to customers about gambling responsibly. This should include posters, leaflets and other promotional materials in their premises. The licence conditions state that:
Social responsibility code provision
Licensees must make information readily available to their customers on how to gamble responsibly and how to access information about and help in respect of problem gambling.
Licensees must take all reasonable steps to ensure that this information is readily accessible including in locations which enable the customer to obtain it discreetly.
For gambling premises this should include:
- information in the gambling area, near gaming machines and near to where ATMs are located; and posters, or leaflets that may be collected discreetly and taken away, in other areas (eg toilets and near to exit doors).
- The information must be prominent, and appropriate to the size and layout of the premises.
The information must cover where relevant:
- the availability of measures that are accessible to help an individual monitor or control their gambling, such as to restrict the duration of a gambling session or the amount of money they can spend;
- the availability of timers or any other forms of reminders or ‘reality checks’ that may be available;
- self-exclusion options; and
- information about the availability of further help or advice.
The information must be directed to all customers who wish to enjoy gambling as entertainment and not be targeted only at those the operator perceives to be ‘problem gamblers’.