UK drops advertising ban

Officials in the UK unveiled new rules that permit online gambling companies, sports books and casinos to advertise on television and radio, the Guardian reports. The regulations contain restrictions designed to ensure that adverts remain socially responsible.

Advertisements may not suggest or imply that "gambling can be a solution to financial problems." They also cannot "portray, condone or encourage" behavior likely to lead to "financial, emotional or social harm." Advertisers also must take care not to link "gambling to seduction, sexual success or enhanced attractiveness."

Strict ground rules also cover the times at which spots may run. Adverts may not run during programs likely to be watched by children or "designed to appeal to children."

The changes go into effect in September 2007. The Committee on Advertising Practice has published guidance for the industry on the new rules, including information on the screening process and tips on advert design.