Gambling News

IGRG with a New Responsible Advertising Report

- October 4, 2017 By Oliver Young -

IGRG has amended its code on social media advertising and affiliate programmes.

The IGRG feels that operators don’t do enough to promote responsible gaming.

Responsible gambling is one of the most debate topics in the UK gambling industry and its circles these days. FOBTs have been in the spotlight for the past few years and on its latest conference the Labour Party announced that it will adopt a more restrictive approach towards gambling and that operators will be forced to pay an additional levy.

The UK Gambling Commission has also come out publicly in the last few years on topics like FOBTs, problem gambling, self-exclusions and other issues. Earlier this year, the UKGC stated that authorities should be more engaged on the topic of problem gambling.

And now, the Industry Group for Responsible Gambling (IGRG) published a new report on the efforts of UK operators to promote responsible gambling. The industry group also introduced changes to its Code for Socially Responsible Advertising. The first advertising code dates back to 2007, but it was amended last year.

The Report Highlights Several Problems

The IGRG was founded in 2014 and it was incorporated in the following 2015. This body’s main purpose is to promote socially responsible advertising by providing a framework which can be implemented by all stakeholders.

The Association of Bookmakers, the Amusement Catering Trade Association, the Bingo Association the National Casino Foundation, and the Association of Responsible Gambling are some of the members of the IGRG.

The IGRG commissioned a study that was conducted by Revealing Reality, an independent research company. The study highlights certain area where responsible gambling practices can be improved.

It was found that in many cases betting shops staff don’t understand the importance of responsible gambling fully and need to be educated on the matter. Furthermore, it was established that certain employees reinforce myths and tales that are believed by players, instead of refuting them.

Some operators set maximum deposit/wagering limits that are too high and are not in accordance with responsible gambling policies. Operators need to prominently display messages regarding responsible gambling.

According to the independent researches, these practices are an indication of double standards as companies don’t actually follow the responsible gambling guidelines.

The Chairman of the Industry Group said that advertising is now in the spotlight and that’s why his organisation decided to introduce novelties regarding social media advertising and affiliate marketing.

The Industry Must Step up, Says Labour Deputy Leader

There were many reactions following the release of the report. The CEO of GambleAware said that the document should be understood as a wakeup call for everybody. He added that all stakeholders should do more in their efforts to promote responsible gambling and that operators have to wake the extra mile when it comes to customer protection.

Labour deputy leader who has been overly critical of the industry called the report shocking, adding that the industry is out of control. Watson went even further and suggested that casinos and other gambling firms often support and facilitate irresponsible gambling instead of promoting responsible gambling. According to Watson, the industry as a whole should take necessary measures and ensure that the best responsible gambling practices are enforced, otherwise, he concluded, the next Labour Government will have to deal with the issue.



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