The regulatory framework governing gambling advertising within Great Britain is extensive and robust. These guidelines should be regarded as the primary reference point concerning the manner in which marketing activity in Great Britain should be conducted.
In these Guidelines, reference to “Communication(s)” is to all content used to market/advertise to players (unfunded or funded). Please note that in addition to this, specific Guidelines are applicable to communications submitted via the Customer Engagement Platforms. Furthermore, the drafting of promotional terms and conditions is to be carried out in accordance with specific Guidelines on the matter.
You must ensure that any advert, marketing, promotional material, or communication does not:
This only applies to SMS. There is no other acceptable “space-limited” Communication that WHG approves. As a result, you must ensure that in any SMS Communication you include:
“Bonus” is for spins or funds that have any conditions attached (e.g., they are deposit-based, or have wagering requirements etc.) The use of alternative terms such as “complimentary” can be used interchangeably subject to approval and sufficient clarity being provided in the relevant promotional content and terms.
Communications must only be sent to players who have opted-in expressly to receiving promotions via the channel being employed.
Only the Customer Engagement Platforms operate outside the parameters of the standard communication preferences available to players (web push communications are consented to via the user’s web browser and onsite pop-ups and account inbox messages fall outside opt-in parameters due to their nature as “in-built” features of the respective sites). This rule does not apply to transactional emails, which are only to be submitted following review and approval from the Data Compliance and Marketing Approvals teams.
Similarly, cross marketing activity must be only directed towards players who have specifically opted into such form of communications, as well as the relevant opt-in for the particular communication channel. Any cross-marketing proposals are to be reviewed and approved by the Data Compliance and Marketing Approvals teams.
In an email or other form of Communication, the commercial intent must be made clear and obvious to the recipient. The standard WHG email footer must not be amended in any way. The Subject line must be clear and not misleading (e.g., giving the impression that a communication is not of a promotional nature), and the content itself must comply with these Guidelines.
All Communications (except transactional) must have the opt-out information included for the customer, with no exception.
Social media and influencer advertising is subject to specific approval. For the avoidance of doubt, both the creation of social media profiles/pages and individual content posted thereon which is aimed towards a British audience must be subject to pre-approval. Licensees are to be guided by the specific Social Media Guidelines when planning any related activity.
Communications that appeal to (or target) minors and young people
Regulators have consistently highlighted the importance of ensuring that gambling advertising is
targeted away from vulnerable audiences. Assessing the risk of advertising content having a strong appeal to minors and young people can be based upon (but not limited to):
As a rule, funded players pose little risk as they have been subject to age verification procedures. However, any content targeting unverified players and the general public poses a significant risk. This includes any onsite content visible without the need to log in, programmatic marketing, print advertising, and any social media activity. In such instances, advertising must not feature any content that has a strong appeal to minors and young people.
The following must be adhered to in any GB-based marketing campaigns, promotions or offers:
We should take steps to exclude under-age groups from an audience where tools to do so are available. It is our responsibility to satisfy the ASA by providing robust evidence that we have been diligent in forecasting the likely audience for a marketing communication and complied with the CAP’s rules.
We must also take steps to ensure that we are confident of the likely audience composition of media around which our ads appear. Where this is not the case, we should exercise caution. We must also ensure that we take all reasonable steps to use the data available to include or exclude individuals based on their age or other relevant criteria. No under-18s or individuals who, due to their online behavior, are likely to be under 18 should be targeted directly with gambling advertising.
Use of themes and content that has a strong appeal to under 18s
In accordance with the latest CAP Code changes (effective as of October 2022), advertising must not feature any content that has a strong appeal to minors and young people. The “strong appeal” test does not involve any comparison between the appeal of content to minors and its appeal to adult audiences. The use of animated characters having colourful and/or exaggerated features, as well as themes that are common in children’s cartoons, books, and movies must be avoided when marketing to audiences who have not been subject to age verification, including onsite (unfunded) content, social media, and ad placements on third party sites. Similarly, personalities and celebrities who through recent/ongoing activity hold a strong appeal with restricted audiences must not be featured in such ads.
When designing assets (such as game tiles and promotional imagery) that will may be seen by minors, fonts and elements that have a strong appeal to such restricted audiences (e.g., fonts reminiscent of popular book covers / movie posters, or imagery such as rainbows, Santa Claus, witches / wizards, etc.) must be avoided.
You must avoid the use of themes or content associated with youth culture, including music, video games, fashion, language, and other cultural references (e.g., social media “trends”). The ASA will assess the intended and likely audience and appeal to each when considering the extent of any association with youth culture. When using humour in marketing communications, you need to avoid styles or approaches likely to have salience for under-18s; for example, slapstick or juvenile humour.
In accordance with ASA guidance, any communication submitted by post must clearly be designated as being of a promotional nature. This must be achieved through clear messaging on the envelope containing the advertising material, or otherwise through the postal labels attached to the same (where material is not enclosed in an envelope). Examples of such messaging include: “Advert from [BRAND] enclosed” or similar. This message should not be in a font size smaller than the one used for the recipient address, and in any case, must be sufficiently prominent to be clearly and immediately visible.
In accordance with the latest Gambling Commission restrictions and ensuing internal guidance, participation by GB residents in VIP schemes is strictly disallowed.
Consequently, customers may not be referred to as a “VIP” (or an equivalent term) in any marketing communication, nor may they be offered any perks (directly or by inference) typically associated with, or exclusively available to, VIP schemes. For example, players may not be promised any preferential treatment (e.g., dedicated/bespoke support) or attendance to ‘VIP’ events (e.g., “win a VIP holiday!”).
Significant terms are the important, pertinent terms relating to an offer or promotion that should enable a consumer to get a full idea of the principal benefits and limitations/restrictions of an offer, without having to trawl through further lengthy terms.
All marketing material across all platforms (except for SMS – see above) must carry Significant Terms whenever advertising a promotion.
Furthermore, onsite banners must similarly feature Significant Terms if a promotion is being specifically advertised. In this section, the term “specific advertisement” refers to instances where the principal benefit/s of a promotion are presented.
Significant Terms must be placed as close to the corresponding specific advertisement as possible, and preferably in such a manner as to be visible simultaneously with the promotional content. Therefore, for example, in the case of onsite and email banners, Significant Terms must be displayed directly above or below them.
In any case, Significant Terms are to include a live link to a compliant landing page wherein the full terms and conditions of the particular offer are presented.
Specific Promotional Terms and Conditions should not be confused with the General Website Terms and Conditions, and the General Promotional terms. These are available on the casino website and are completely standard in nature across all brands managed and operated by WHG. No changes should be made to these two sets of standard Terms at any point without the express consent of the Legal Department.
Detailed advice concerning the content of Promotional Terms and Conditions can be found in specific Guidelines.
Provisions 5.1.1 and 5.1.2 of the LCCP sets out clear guidance in respect of the proportionality of offers, particularly in respect of the value of the spend vs the reward of the benefit. Specifically, you must ensure that you the value or amount of the benefit from any offer is not:
Furthermore, it is imperative that if the value of the benefit increases with the amount the customer spends it does so at a rate no greater than that at which the amount spent increases. In the industry, this is referred to “upselling” and it is strictly prohibited.
The provisions of LCCP 5.1.1 and 5.1.2 are reviewed for all materials submitted to the Marketing Approvals and Affiliate Compliance Department.
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