You’ve seen them on Premiership football tops, in the tube and on other forms of public transport and in your daily papers but now Online gambling companies will be able to advertise straight into your front room.

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have cleared the way for gambling companies to show ads on television as well as on radio.

The move comes in conjunction with the gambling act of 2005 and is the latest sign of support for the industry from the current Government.

Both the CAP and the BCAP met last September to draw up a framework for responsible gambling advertising and already television and radio stations are rubbing their hands in glee at the potential extra revenue.

The 2005 gambling act introduced a new legislative framework for gambling in the U.K.

From September gambling companies who until now could only advertise in print media and on other non broadcast forms will be able to reach a new and bigger audience.

However there are strict guidelines set down. The rules are designed to ensure that all gambling advertisements are socially responsible with a particular regard for the need to protect children.

The new advertisements cannot:

• Portray, condone or encourage gambling behavior that is socially irresponsible or could lead to financial, social or emotional harm
• Exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons
• Suggest that gambling  can be a solution to financial concerns
• Link gambling to seduction, sexual success or enhanced attractiveness
• Be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture.

Responsible for administering the strict codes will be the Advertising Standards Authority. They must respond to any public concerns and ensure the gambling ads cross media are clearly complaint.

If serious or repeated breaches of the codes occur, the ASA may refer advertisers to the Gambling Commission and broadcasters to Ofcom to consider legal or regulatory sanctions.

Roger Wisbey who is secretary of CAP and BCAP said “These changes to gambling regulation mark a significant milestone in the way betting and gaming can be advertised in the UK. Of paramount importance is making sure that the advertising gambling restrictions provide a high-level of consumer protection. Although advertisers will enjoy more freedom to advertise their services across media, the public can be confident that they will do so within a stringent framework that requires all ads to be prepared in a socially responsible manner.”

To this end gambling ads (including online gambling ads) will only be broadcast after the watershed.

Television and radio stations will plan during the summer how to deal with the influx of ads as the gambling industry attempts to promote itself like never before.