The Industry Code for Socially Responsible Advertising in the UK has been updated to require gambling operators to feature a responsible gambling message throughout the duration of a TV ad.

As of June this year all gambling advertising on British television must show a responsible gambling message or a reference to the Responsible Gambling Trust's support service for the duration of ads.

The new rule from the Industry Group for Responsible Gambling expands on the current requirement to feature a responsible gambling message on-screen at some point in commercials.

The IGRG said that the UK Government's ongoing review into gambling advertising has shown that the required references to responsible gambling do not appear on screen for long enough to be noticed by consumers.

"As part of a wider package of measures flowing from the Government's review, we believe this change to the Industry Code will help to improve the overall tone and content of gambling adverts, especially on television, in a way that will help to raise awareness of the need to gamble safely and responsibly," IGRG chairman John Hagan explained.

"In addition, we are happy to reiterate our commitment to review the Code on an annual basis in order to consider any emerging issues."

Founded in 2014, the IGRG is made up of the Association of British Bookmakers, BACTA, the Bingo Association, National Casino Forum, and the Remote Gambling Association.

The new TV advertising rule follows the introduction of new provisions for social media advertising in October 2017, which were designed to ensure that affiliate content on sites such as YouTube and Twitter meets all required social responsibility and minimum age requirements set out in the Industry Code.