ASA publishes response to GambleAware’s interim Synthesis Report

The Advertising Standards Authority (“ASA”) has published an update on the work it is undertaking in response to the Interim Synthesis Report: The Effect of Gambling Marketing and Advertising on Children, Young People and Vulnerable Adults (arising from research commissioned by GambleAware, led by Ipsos MORI).

The ASA states as follows on its website:

The UK Advertising Codes already have tough restrictions on gambling advertising; they are based on the best available evidence and aimed at limiting under-18s’ exposure and prohibiting potentially harmful content. However, as an evidence-based regulator, we need to keep up with developments.

That’s why GambleAware’s dedicated work looking at gambling advertising in the UK is important. Their Interim Synthesis Report brings together a variety of different strands of work looking at the levels and nature of gambling. A second report is expected around the end of the year that will look at the important question of the impact of gambling ads.

Although we don’t have a complete picture of the emerging evidence, it’s important to maintain momentum and follow up on recommendations and findings where we can take action. Our letter to the Gambling Commission, the sectoral regulator responsible for licensing gambling operators, updates them on the work we’ve carried out so far. It highlights our focus on assessing the research findings for compliance issues, taking action and ensuring we have a firm grasp of the complexities surrounding gambling’s connection with e-sports across online platforms.

In a letter addressed to the Gambling Commission and dated 31 October 2019, by way of an interim response to the GambleAware commissioned research, the ASA summarises as follows the steps that it and the Committee of Advertising Practice will now take:

  1. Compliance and enforcement: assess the detailed findings of the research – in particular, those related to social media – to identify and address gambling ads that, according to the research, fail to comply with the UK Advertising Code;
  2. E-sports and regulatory remit considerations: look closely at the emerging concerns around e-sports gambling and, as appropriate, engage with the Gambling Commission to determine the legal status of this activity and the appropriate enforcement body;
  3. Exposure and targeting restrictions: incorporate insights from the GambleAware research in CAP’s review of its online media targeting guidance, Children and Age-restricted Advertising Online (to which CAP has already committed as part of its response to the Government’s food and soft drink advertising consultation, Further advertising restrictions for products high in fat, salt and sugar); and
  4. Appeal of ad content: assess the report’s findings and recommendations relating to the appeal to the audience of different types of content in gambling ads and consider implications, if any, for the rules and guidance governing UK gambling ads.

The above-mentioned letter can be downloaded below.