BeGambleAware.org is designed to be more than just a short, memorable website, but also as a call to action in its own right, reminding people to be gamble aware. Thus it can stand alone, without the need for additional language around it.
The Licence Conditions and Codes of Practice (LCCP) Ordinary Code Provision 5.1.6 states that ‘Licensees should also follow any relevant industry code of practice on advertising, notably the Gambling Industry Code for Socially Responsible Advertising.’
That Industry Code requires that the BeGambleAware.org website address should be carried legibly on all print and broadcast advertising where it is feasible, practical, and necessary to do so. Where practical operators should consider using the words ‘For more information and advice visit’ before referring to the website.
The BeGambleAware.org website address should also be included as a voiceover on radio ads, when sponsoring TV programmes, on landing pages for banner ads, on corporate websites and within account profiles on social media.
The 4th edition of the Industry Code introduces a new requirement to include a prominent social responsibility message throughout television adverts from 30 June 2018:
35. Concern has been expressed about the tone of some television advertising for gambling. The overall content, and therefore the tone, of gambling advertising is addressed in the BCAP Code and consequently there is only a limited role for the Industry Code to play in this area.
36. It is nevertheless socially responsible to ensure that, irrespective of the content of every advert, that each will contain a reminder of what might best be described as the need to act responsibly when gambling. As mentioned in the Social Responsibility Messaging section above, there are a range of recommended social responsibility messages, and this Industry Code requires that all gambling adverts on television must include such a message prominently.
It has proved difficult to ensure an adequate consistency of approach in relation to how long responsible gambling messages and references to BeGambleAware.org appear on screen. This has led to concerns that they are too frequently unnoticeable. As a result of this, the 4th Edition of the Code contains an additional requirement which is that a responsible gambling message or a reference to BeGambleAware.org must appear on screen throughout the length of the advert. This provision will come into effect 30th June 2018, but where the change can be made before then companies are strongly encouraged to do so.
How do I obtain the BeGambleAware artwork?
You can download the artwork in most popularly required formats here.
Do I require a licence to use the logo?
Use of the logo is subject to the terms of our standard licence. We will generally only pursue infringement cases where the logo is used inappropriately - for example, to legitimise a fraudulent or misleading website or commercial operation.
May I use the "When the Fun Stops Stop" campaign as well?
This campaign is not run by GambleAware. Please see The Senet Group website for information https://senetgroup.org.uk/.
Does the use of the BeGambleAware logo mean that GambleAware is endorsing a particular gambling product or brand?
The use of our logo does not mean that GambleAware endorses a particular gambling product, company or brand.
We encourage all gambling-related communications to include our website because it is our priority to ensure that people who need information, advice and support are able to find it as easily as possible.
In some cases, it is a condition of a gambling licence, or a requirement of an industry code of practice, to include the BeGambleAware.org logo or website address.
We recognise that this can wrongly imply we endorse, approve or supervise the organisations concerned, but on balance, it is better to maximise the visibility of BeGambleAware.org.
If you are concerned that an organisation displaying the BeGambleAware.org logo is unsuitable, you should usually contact the Gambling Commission as the regulator, in the first place, as the Commission is better placed to address the underlying concern.
This page was last updated in July 2018.