|The British Advertising Standards Authority (ASA) has set a benchmark for the online gaming industry by allowing online companies to advertise their sites on British Television.|
This latest news will pave the way for online casinos, sportsbooks, poker rooms and other forms of Internet gambling to showcase their products to the entire British population during commercials, as of next year.
The ASA has imposed strict guidelines as to the nature of the commercials, maintaining that ads should steer clear of seduction, sexual success or ‘enhanced attractiveness’, and should not be targeting children or vulnerable risk groups. The guidelines also dictate that adverts must refrain from showing behaviour which is socially irresponsible or could lead to financial, social or emotional harm. All of the regulations are still being drafted by the Committee of Advertising practice.
The proposed guidelines for online casino gambling adverts will close on September 15. The new rules will be published next May and will take effect in September 2007 when the Gambling Act comes into force.