Running a raffle to raise funds for charity? Freaking out about gambling laws? Don't worry, it's really not that scary.
So you've got a great campaign idea and you have awesome prizes ready to go to your dedicated supporters...Unfortunately now you have the trouble of thinking about how you are going to promote your raffle. These cryptic & scary looking acronyms may have cropped up; CAP and BCAP...if so, keep reading - we'll take you through them so it's not so scary anymore.
If you're looking for paid advertising for raffles on Social Media sites, check back soon for our next blog.
So what does CAP & BCAP mean?
CAP Code: Applies to non-broadcast adverts (including the web) and is very relevant for online advertising. See below section 17 of the CAP Code.
BCAP Code: Applies to broadcast media.
Gambling Industry Code for Socially Responsible Advertising: Applies across the board. You must ensure that any print and generally any broadcast advertisement features the details of the gamble aware website (www.gambleaware.co.uk).
The other thing to note is that the online (digital) remit of the ASA will be extended to include:
- Advertiser’s own marketing communications on their own websites and;
- Marketing communications in other non-paid-for space under their control, such as social networking sites like Facebook and Twitter.
Their present remit only includes ads in paid-for space and sales promotions. This means that the types of online advertising mentioned above will be subject to the CAP code.
Section 17 The CAP Code: The UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing lotteries
The rules in this section are designed to ensure that marketing communications for lotteries are socially responsible, with particular regard to the need to protect children, young persons under 18 and other vulnerable persons from being harmed or exploited by advertising that features or promotes lotteries.
This section applies to marketing communications for lottery products that are licensed and regulated by the Gambling Commission, the National Lottery Commission, or in the case of small society lotteries, registered with local authorities in England and Wales or licensing boards in Scotland.
17.1 Marketing communications must not portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm.
17.2 Marketing communications must not suggest that participating in a lottery can provide an escape from personal, professional or educational problems such as loneliness or depression.
17.3 Marketing communications must not suggest that participating in a lottery can be a solution to financial concerns, an alternative to employment or a way to achieve financial security. Advertisers may, however, refer to other benefits of winning a prize.
17.4 Marketing communications must not portray participating in a lottery as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments.
17.5 Marketing communications must neither suggest peer pressure to participate nor disparage abstention.
17.6 Marketing communications must not suggest that participating in a lottery can enhance personal qualities, for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration.
17.7 Marketing communications must not link participating in a lottery to seduction, sexual success or enhanced attractiveness.
17.8 Marketing communications must not portray participation in a context of toughness or link it to resilience or recklessness.
17.9 Marketing communications must not suggest participation is a rite of passage.
17.10 Marketing communications must not suggest that solitary gambling is preferable to social gambling.
17.11 Marketing communications for lotteries that can be participated in only by entering gambling premises must make that condition clear.
17.12 Marketing communications for lotteries must not exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons.
17.13 Marketing communications for lotteries must not be likely to be of particular appeal to children or young persons, especially by reflecting or being associated with youth culture.
17.14 Marketing communications for lotteries should not be directed at those aged under 16 years through the selection of media or context in which they appear.
17.15 Marketing communications for a lottery product may include children or young persons. No-one who is, or seems to be, under 25 years old may be featured gambling or playing a significant role.
17.16 Marketing communications that exclusively feature the good causes that benefit from a lottery and include no explicit encouragement to buy a lottery product may include children or young persons in a significant role.
17.17 Marketing communications for lotteries must not exploit cultural beliefs or traditions about gambling or luck.
17.18 Marketing communications for lotteries must not condone or encourage criminal or antisocial behaviour.
17.19 Marketing communications for lotteries must not condone or feature gambling in a working environment (an exception exists for workplace lottery syndicates and gambling premises).
The full code can be accessed on the CAP website. For more information on advertising your raffle visit the Gambling Commission website. In the meantime, check out the brand new Zaffo Platform on our blog.
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