Changes to IGRG Advertising Code
Quote:
As you may have seen in August (
link), the British Gaming Council (BGC) announced new additions and rules to their Socially Responsible Advertising Code. As a member of the BGC and as a business that’s fully committed to raising standards within our industry, Paddy Power Betfair (PPB) will be adhering to this code across our marketing; which also includes our Affiliate Partnerships Programmes which you operate as part of.
This new code will come into effect on October 1
st 2020 and include:
- Paid Advertising on Social Media (Facebook, Twitter, Youtube, etc) directly promoting a PPB offer or promotion will need to exclusively target users aged 25 and above
- Influencer content must be pre-approved by your programme manager to ensure compliance with our guidelines and must be clearly marked as an advertisement through use of the term ‘#ad’ or ‘#advertisement’. This term must be displayed prominently at all times
- A commitment to post regular responsible gambling messages on social media pages
- Ads in search engines will need to make it clear that their messages are only intended for players aged 18 or above. This means 18+ must be called out in Ad Copy
- PPB’s negative keyword blacklist must be used in any campaign. This blacklist will be comprised of keywords supplied by PPB and the industry blacklist required to comply with the updated IGRG Code. This blacklist can be found here and may change from time to time, which any new additions must be implemented immediately
- Streaming platforms (Youtube, Twitch, etc) channels and content must be age-gated to 18+
These new measures will coincide with the PPB Partnerships Programme Terms and Conditions (
link), and the PPB Affiliate Marketing Guidelines (
link)
If you are unsure about any of the above measures, please get in contact with your Account Manager immediately or on the addresses below:
Lots of correspondence filtering through from various bookies around these changes now.
