UK gaming accepts updated IGRG Code to strengthen digital platform protections

Betting and Gaming Council (BGC) members have adopted the updated "Gambling Industry Code for Socially Responsible Advertising" (IGRG Code). Effective from December 1, 2023, the seventh version prioritizes limiting gambling ads to audiences under 18 and 25, extending to digital platforms.

BGC members must allocate 20% of TV and radio ads to safer gambling messages. The code also emphasizes promoting safer gambling tools, like deposit limits, timeouts, and providing help for those facing gambling issues. The changes aim to enhance social responsibility in gambling advertising.

 

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The adoption of the updated IGRG Code by the Betting and Gaming Council (BGC) members is a significant step in strengthening protections and promoting responsible gambling practices within the UK gaming industry. The focus of the seventh version of the code on restricting gambling ads to audiences under 18 and 25, particularly on digital platforms, shows a commitment to safeguarding vulnerable individuals and preventing underage gambling.

The requirement for BGC members to allocate 20% of TV and radio ads to safer gambling messages is a positive development. By ensuring a substantial percentage of advertising time is dedicated to promoting responsible gambling, the industry is actively engaging with its audience and encouraging them to adopt safer gambling habits. This could help raise awareness about the potential risks associated with gambling and educate players about the availability of tools that can assist in maintaining control.

The emphasis on promoting safer gambling tools, such as deposit limits and timeouts, is commendable. These measures enable individuals to set boundaries and take breaks when needed, ultimately empowering them to make informed decisions about their gambling activities. By actively encouraging the use of such tools, the industry is taking a proactive role in supporting their customers' well-being.

Importantly, the code also highlights the need to provide help for those facing gambling issues. By acknowledging the potential harm that can arise from excessive gambling and by promoting access to support services for affected individuals, the industry demonstrates a commitment to player welfare.

Overall, these changes to the IGRG Code represent a significant strengthening of social responsibility in gambling advertising. By prioritizing protections for vulnerable individuals, promoting safer gambling tools, and offering support for problem gamblers, the BGC members are working towards fostering a safer and more responsible gambling environment in the UK.