According to the UK Advertising Standards Authority, the normalization of gambling was a “predicted consequence” of the Gambling Act of 2005.
The ASA explained its duty to ‘present gambling advertising that ‘normalizes’ irresponsible or potentially harmful gambling behavior’ in a document submitted to the Department for Digital, Culture, Media, and Sport consultation of the 2005 Gambling Act.
Since 2005, the United Kingdom’s advertising codes have maintained separate standards for industry marketing practices. It requires advertisements not to be misleading, harmful, or offensive to the general public.
The gambling advertising codes were to ensure that gambling advertisements do not exploit children, young audiences, or vulnerable adults.
In light of new advertising platforms and changing consumer habits, the ASA continues to review UK’s gambling advertising codes. This resulted in standards bodies publishing their Final Synthesis Report last year.
The report was after a CAP consultation on tightening the rules governing the content and targeting of gambling advertisements. It was specifically to limit the appeal of gambling advertisements to under-18s and other vulnerable people.