The UK’s Advertising Standards Authority (ASA) said that it will prioritise potential breaches relating to sales promotions in gambling ads and be more proactive on issues relating to social responsibility, after independent research revealed that people are satisfied with the way gambling advertisements are regulated.

With the number of gambling ads increasing in recent years following the deregulation of the UK’s gambling laws in 2007 and in line with its ambition to ensure that every UK ad is a responsible ad, the ASA agreed with the Department for Culture, Media and Sport (DCMS) to review how it was applying the UK Advertising Codes to gambling advertising.

The ASA analysed complaints data from 2007 onwards for trends in complaints about gambling advertising, and commissioned a research agency, Research Works, to conduct qualitative research into the public’s views on gambling advertising.

The authority also reviewed all 398 decisions on gambling advertising complaints from the past year...

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