|Gambling companies looking to advertise their wares by taking advantage of deregulation under the UK Gambling Act of 2005 have been hit by another setback.|
The new legislation comes into effect on September 1 and will allow gambling companies, including those operating online, to advertise as long as they follow a strict code of conduct meant to foster responsible gambling advertising policy.
However, broadcasters in Northern Ireland are being forced to draw up guidelines advising gambling companies about what content will be acceptable as the Act has yet to be adopted in the province.
Gambling and betting companies that have created television advertisements ready for September 1 may now find that their commercials will have to be remade in order to be acceptable for broadcast in Northern Ireland.
'It is up to the broadcasters to decide what they are willing to air but the legal advice is that gambling companies can say what their services are in Northern Ireland but may not invite people to subscribe money or money's worth,' said Chris Hackford, Legal Spokesman for the Institute of Practitioners in Advertising (IPA).
This news comes after broadcasters admitted to the IPA recently that they may be unable to prevent advertisements being aired in Northern Ireland, which would mean that many companies would be unable to run UK-wide television campaigns.