UK gambling operators have been told to include responsible gambling messages throughout the duration of their television commercials, part of the gambling’s industry efforts to fend off even tighter marketing restrictions.

On Friday, the Industry Group for Responsible Gambling (IGRG) announced a “further enhancement” to the Industry Code for Socially Responsible Advertising. By the end of June 2018, a responsible gambling message or a reference to the website of the GambleAware charity must appear throughout all TV adverts.

This new Code ‘enhancement’ will take effect at the end of June 2018, smack dab in the middle of the FIFA World Cup in Russia. The increased spotlight on betting activity will undoubtedly have watchdogs scanning diligently for operators who fail to live up to their new obligations.

The IGRG’s membership is comprised of trade groups representing the UK’s land-based bookmakers, online gambling operators, bingo, casino and arcade operators.