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A fresh look at Uk marketing guidelines
Several recent bans placed by the UK's Advertising Standards Authority on the advertisements of Internet gambling companies perhaps indicate a need for a fresh look at the recent changes to the official guidelines.
Recently, the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) published new advice for gambling advertisements focusing on clauses common to the television, radio and non-broadcast codes.
Both groups are independently administered by the Advertising Standards Authority and the new guidelines make clear that adverts should not suggest that gambling can provide an escape from personal, educational or professional problems such as loneliness or depression.
"Advertisements should not suggest that gambling can alleviate mental distress and should avoid portraying extreme contrasts in emotion before and after gambling," state the new guidelines.
"Advertisements may, however, feature someone in a state of excitement after a win or disappointed after a loss and may suggest that, enjoyed responsibly as a leisure activity, gambling can help relieve boredom."
In addition, any marketing communications should not suggest that solitary gambling is preferable to social gambling and should not exploit cultural beliefs or traditions regarding gambling or luck.
"These rules are not intended to prevent the depiction of solitary gambling online; they address concerns about people gambling alone," the new guidelines stress.
"An advertisement that contrasts solitary gambling favourably with social gambling is likely to fall foul of this rule."
"A gambling advertisement that features an adult losing track of time, shunning the company of others, retreating into private fantasy or engaging in secretive gambling is likely to breach the general principle of the Codes that advertisements should not portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm."
"Advertisements should avoid the use of cultural symbols and systems such as horoscopes if those symbols relate to an existing, strongly and communally held belief. These rules are not intended to prevent references to symbols or obsolete superstitions that are unlikely to be taken seriously such as a clover leaf."
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Gambling News :
Interwetten 2016 Earnings Results -
Privately-owned online sports betting operator Interwetten delivered robust full year results for the 2016 fiscal period, in which the company has almost achieved doubling its revenues over the past four years, success it attributes to its in-house developed platform
EU Online Gambling Tax Harmoney Dead -
Tax expert says European Court of Justice Attorney General's opinion on UK-Gibraltar litigation signals that EU courts are happy for individual member states to impose their own laws on online gambling.
Jack Lam Facing Big Fines in the Philippines -
It's going to be costly for Macau online gambling and junket tycoon Jack Lam to return to the Philippines following his rather hurried departure last year with allegations of economic sabotage, bribery and tax evasion swirling around him.
PlaySugarHouse To Carry Konami Content -
Content provider Konami will provide its Gypsy Fire and Fortune Stacks slot games to Rush Street Interactive-operated PlaySugarHouse.com on an exclusive basis in the New Jersey real-money online and mobile wagering market.
ITF TERMINATES BETWAY SPONSORSHIP DEAL -
The International Tennis Federation (ITF) has reportedly terminated Betway’s three-year sponsorship partnership as an extension to their anti-match fixing and sports integrity policy.
GSA To Launch European division -
The expansion enables the GSA to better focus on the regional needs of its members outside of North America and underscores its recognition and commitment to growing European membership.
Paddy Power Trading Update -
Company prevails despite adverse sports and US election results; Trump success cost the group GBP 5 million, whilst punter successes took another GBP 40 million in Q4-2016.
Tabcorp SunBets project -
The details were revealed this week in an IT News article quoting Tabcorp's chief information officer, Kim Wenn, who described the SunBets project as Tabcorp's biggest global venture yet.
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