2002-12-05
DRAFT

ADVERTISING – CODE OF PRACTICE
ADVISORY POLICY

This Code is to be adopted as a means of advertising self-regulation for the interactive gambling industry and is intended to be applied to all forms of advertising whether conducted directly by an operator or by a third party on behalf of an operator. The Code is intended to supplement, but not supersede, applicable legislative requirements within a jurisdiction.

The object of this Code is to ensure that advertisements are legal, decent, honest and truthful and that they have been prepared with a sense of obligation to the consumer and society and to conduct business in a manner that generally upholds / preserves and maintains the reputation of the online gaming industry as a whole. A serious breach of this Code may affect the status of IGC Membership.

WEBSITE

The website of an interactive gambling operator should contain the following:

1. The name of the operator and the address of its registered office;

2. Contact information (e.g. telephone, real-time and/or e-mail) for resolving customer complaints and disputes;

3. A statement identifying the jurisdiction from which the interactive gambling is conducted, preferably with a link / contact for the licensing jurisdiction for dealing with consumer complaints;

4. Information about the type of license held by the operator and which authorizes the conduct of the interactive gambling business;

5. Link/s to, or information about, the IGC’s Helping Hand program or like problem / compulsive gambling service resources;

6. Clear information about the player registration process and deposit / withdrawal processes including timeliness of payments;

7. Clear information about the requirements for any promotional campaign, including a link to the rules established for each specific promotion;

8. Clear wording that persons under the age of 18, or such other age of majority in the appropriate jurisdiction, are not permitted to register or to participate in interactive gambling;

9. Where available, the regulations of the jurisdiction within which the site is operating should be readily accessible;

10. Information about the site’s payout percentages (if applicable, for example, casino style games), instructions on play and dispute resolution should be readily accessible.

ADVERTISING

1. Advertising should not be false or misleading and deceptive, particularly with regard to winning, and should be based on fact.

2. Advertisements should be in good taste, not offend prevailing community standards and not focus on minors or be displayed at sites frequented by minors.

3. Advertisements should not portray people in a stereotyped or demeaning fashion with respect to age, sex, sexual orientation, race or disability.

4. Advertisements should readily identify the person / site for which the advertising is performed.

5. The target audience will be people of 18 years and over, or such other age of majority in the appropriate jurisdiction, and media selection and placement will be in accordance with applicable media Code of Practice.

6. Advertisements should not contain any material in breach of intellectual property rights.

7. An operator should not knowingly engage in the distribution of unsolicited advertising (i.e. SPAM) either directly or through a third party. Email advertising should have an unsubscribe, or opt out, facility.

8. Advertisements should not provide opinion as to the legality in any jurisdiction other than the jurisdiction in which the operator is licensed. It may be beneficial to use language supplied by the regulators in the subject jurisdiction rather than the operator attempting to construe the applicable laws.

9. The advertising of interactive gambling should not be associated with excessive consumption of alcohol or drugs.

10. Advertisements should not contain a misrepresentation that is likely to cause damage to the business or goodwill of another person.

11. An operator should make a best effort to ensure that a third party performing advertising on their behalf abides by this Code.

12. An operator should conduct business in a manner that generally upholds/preserves and maintains a positive reputation of the interactive gambling industry as a whole.