IGRG targets affiliates with new codes
The Industry Group for Responsible Gambling (IGRG) has published an update to the industry code for socially responsible advertising, including new rules around social media and affiliate marketing. All UK-facing operators are expected to follow the code under the terms of their licensing agreement.
The third edition of the ICRG codes details new guidelines designed to limit access by those under 18 to gambling market material on YouTube, Twitter and other forms of social media. New codes introduced also require the changing of all references to the GambleAware website to be changed to reflect begambleaware.org.
Responding to the recent high profile advertising standards authority rulings against 888, SkyVegas, Casumo and Ladbrokes the IGRG added an additional provision which stated: “For the first time a specific reference to the need for all operators to do their best to ensure that any affiliates that market on their behalf also comply with the requirements of the Code.”
Commenting on the reforms, the IGRG Chairman, John Hagan said: “The advertising of gambling has probably never been more in the spotlight than it is at present and we await with interest the eventual conclusions of the ongoing DCMS review. In the meantime, pursuant to our own commitment to review the Code on a regular basis, I am glad that we have brought forward now some very worthwhile additions relating to advertising on social media, affiliate marketing and the referencing of www.begambleaware.org in print and broadcast advertising.”
The Industry Code was developed collectively by the gambling industry under the umbrella of the Industry Group for Responsible Gambling (IGRG) which is currently comprised of the Association of British Bookmakers, BACTA, the Bingo Association, National Casino Forum and the Remote Gambling Association.