UK Government Tightens Online Gambling Advertising Requirements

In a move to offer protection to online casino players from crime and exploitation, the United Kingdom government recently moved to enforce tighter restrictions on online gambling advertising in the country.

The legalization of online gambling and deregulation of casinos are part of a series of measures voted through under the 2005 Gambling Act that updates gambling laws. The Gambling Act relaxes advertising rules for United Kingdom bookmakers and casino operators, but gaming websites based outside the European Economic Area and Gibraltar and wishing to advertise will have to prove their licensing regimes protect children, deter crime and ensure gambling is fair.

"I make no apology for banning adverts for websites operating from places that don't meet our strict standards," said James Purcell, Britain's Culture Secretary. Online gambling companies based outside of Europe and Gibraltar will have to apply to the government if they want to advertise their products in the United Kingdom when the activity is legalized on September 1. If the companies meet certain standards and also contribute a small levy to fund gambling education and research, then they will be added to a "white-list" of allowed advertisers.

In response to this, officials in the Caribbean nation of Antigua have told local media outlets that they were confident of making the United Kingdom "white list". The Antiguan Minister of Finance and the Economy, Dr Errol Cort said that he remains confident as Caribbean licensing jurisdiction enforced requirements that are parallel to those of the United Kingdom Gambling Commission. He said that both jurisdictions promote the prevention of underage gaming, protection of the vulnerable, fairness in all games and the combating of illicit activities and financial crimes.

While applications from Canada, Tasmania and Netherlands have already been rejected, the suitability of Antigua was still under consideration. Only two jurisdictions have been initially recommended for approval, Alderney and the Isle of Man, while Gibraltar and Malta are approved under the umbrella of being in the European Economic Area.

The application process provides a tremendous opportunity for proactive governments and regulators to work together collectively to continuously improve the regulatory environment associated with online gambling. The United Kingdom's "white listing" is an ongoing process and is a positive step forward in developing an international standard that offers protection and support for online casino players as well as casino operators in the booming online gambling industry.

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