ASA to take “firm action” against non-compliant ads amid Covid-19 pandemic
Authority calls on operators to pay particular attention to marketing content during lockdown
The Advertising Standards Authority (ASA) has warned gambling operators to be responsible with marketing during the Covid-19 pandemic amid concerns of increased exposure to gambling ads.
Reiterating its advertising standards to operators, the ASA called on firms to steer clear of irresponsible content or themes which might exploit the current lockdown.
It has also reminded operators that adverts should not be targeted through content or placement at individuals under the age of 18.
“We will be taking firm action against gambling advertising that does not meet these standards and will have due regard to the new context of the crisis and how it might affect consumers’ expectations and behaviour,” the ASA said.
“Gambling operators are warned to pay even more particular attention to their responsibilities under the codes.”
The ASA is particularly concerned about ads which encourage repetitive or frequent participation, as well as ads that refer to indicators of problem gambling behaviour.
It will also target any ad which refers to gambling as a way to deal with personal problems or potentially exploits financial concerns.
Last month, the ASA launched a new reporting service, allowing individuals to report non-compliant advertising which may be taking advantage of the Covid-19 lockdown measures.
The advertising regulator is working with the Gambling Commission to monitor operators for signs of irresponsible marketing practices during the pandemic.