An Australian advertising association has released a new code to ensure advertisers and marketers maintain socially responsible ads on wagering products and services, local media reports.
Last week, the Australian Association of National Advertisers (AANA) released the Wagering Advertising and Marketing Communication Code to oversee how wagering and gaming companies go to market
Under the new guidelines, gambling ads are banned from targeting minors, show people placing bets while drinking or link gambling with “sexual success or enhanced attractiveness”.
AANA chair Matt Tapper said the self-regulating code will provide a robust framework for the public.
“The new code responds to community expectations that are specific to the content of wagering advertising and provides the public with a transparent and easily accessible complaints procedure via the single point of the Advertising Standards Bureau,” Tapper said.
However, the code also garnered criticism from Australian wagering giant, Tabcorp, saying it was no substitute for a clearly defined national legal and regulatory framework.
A Tabcorp spokesperson told Mumbrella that while there were concerns regarding the way some companies were marketing, the new code would have little impact.
“We are sympathetic to concerns about the proliferation of wagering advertising and recognise that the excessive levels of advertising are in nobody’s interest,” the spokesperson said.
“Our position is that wagering advertising is best dealt with through a national and consistently applied legal and regulatory framework, rather than through a self-regulated code, which does not have broad endorsement.”
The code applies to all forms of gambling offered by betting companies licensed to operate in Australia, it however, does not apply to casinos, pokies, lottery products or other forms of gambling.