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Bookmakers in UK Allowed to Advertise on Mainstream TV

"In a significant act of deregulation, the Independent Television Commission has proposed that UK-based bookmakers be allowed to advertise their services on both terrestrial and satellite television.

"…At the moment, the only permitted betting advertisements on television are on text services and interactive television.

"…Partly as a result of the National Lottery, attitudes to gambling have changed. The ITC proposals, which are the subject of a consultation exercise, represent the first tangible effect of last July's Budd Report, which recommended that existing advertising restrictions be removed subject to controls to protect young people and prevent excessive gambling.

"The proposals reflect an increasing tendency for the government and other regulatory bodies to admit betting into the fold of mainstream leisure activities.

"…Surprisingly, reaction from bookmakers yesterday to the news appeared relatively downbeat.

"…With the exception of a ban on advertising the location of betting offices, the major existing restrictions on advertising betting are not statutory but stem from the current ITC Code. The situation is different in the case of casino gaming which, under the Gaming Act, cannot be advertised.

"The new Code includes certain restrictions, designed to protect young people and limit the risk of excessive gambling.

"Advertisements must not be directed at people under the age of 16 (18 for bingo). They will not be allowed in the breaks in, or immediately adjacent to children's programmes, or adjacent to programmes likely to be of particular appeal to children.

"Advertisements must not present betting as an alternative to work or as a way out of financial difficulties. Betting tips cannot be advertised.

" Spread betting can be advertised, as can bingo and lotteries…"

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