Ethical advertising for Responsible Gambling
Responsible advertising guidelines play an important role in promoting safe gambling. They ensure that casino operators are fair, transparent, and responsible when advertising services like casino games and sports betting.
This page outlines a few responsible advertising guidelines, and hopes to answer any questions you may have as to how they help foster a safer gambling environment.
What is truthfulness and accuracy in responsible advertising?
Online casinos have a duty to ensure that all information, promotions and advertisements accurately represent the services they provide. This includes clearly communicating odds, game features, potential outcomes, and risk of loss without exaggeration or false promises.
How can online casinos avoid making misleading statements?
Marketing language often strays toward exaggeration, this can lead to players having false expectations about the expected outcomes or risk of loss.
A sound online casino is one that avoids using words and images that can be easily misinterpreted, like claims of easy wins, or overblowing the likelihood of success.
Casinos should employ clear and honest depictions of the gambling experience.
How do online casinos provide balanced information?
Online casinos also have a duty to provide balanced information about gambling, not merely focusing on the potential rewards, but also communicating the associated risks. Open and honest communication helps each player make informed decisions and enjoy gambling in a healthy way.
How do online casinos promote responsible gambling?
It is essential that online casinos promote responsible gambling in order to reduce the risk of gambling addiction and the harms associated with it. An online casino following this harm reduction approach will clearly display messages promoting responsible gambling and provide useful resources and self-regulation tools.
They should also provide links to support services to help players deal with problem gambling.
How do online casinos protect minors from gambling ads?
An important part of responsible advertising is protecting minors from accessing gambling-related content. Gambling ads should not target individuals under the age of 20.
That’s why there are strict rules around what you can and can’t show in an ad. For instance, advertisements should avoid using cartoons, youth-oriented themes, or language that appeals to young people.
Additionally, casino ads should be shown on age-appropriate media channels.
How can responsible advertising prevent problem gambling?
Problem gambling can lead to gambling addiction, financial deprivation through lost jobs and lost opportunities, and social loss.
Online casinos should not provide information that encourages reckless gambling, such as encouraging people to spend more money than they can afford, or portray gambling while under the influence of alcohol or other substances.
How do online casinos protect vulnerable people
Online casinos should watch out for groups that are more likely to develop gambling addiction, such as people in financial difficulty, minors, and the elderly. They should thoroughly check the age of players, monitor their account activity, and take appropriate activity should they notice unhealthy patterns of behaviour.
Why are clear terms and conditions so important?
For online casino operators to gain and maintain their players’ trust, they must be transparent with the information they provide.
In particular, when it comes to promotions, it is important that casinos include concise terms and conditions that clearly state any restrictions, deadlines, and other requirements, etc., in order to avoid confusion.
Are there restrictions on the placement of casino advertising?
Advertising standards agencies can be quite strict about the timing and placement of gambling ads to prevent them from reaching the wrong audience. For instance, gambling ads should not be displayed at times or in locations where they are likely to be seen by vulnerable groups such as on programs aimed at young audiences, or on public transport.
Summary
Online casinos are required to ensure that their advertising messages comply with responsible gambling standards through continuous monitoring.
They are also responsible for explaining the risks, odds, and limitations of the casino games and sports betting services they offer.
