Jamaica is set to implement tougher advertising rules for the gambling industry amid concerns young people are becoming increasingly exposed to gambling-related marketing and advertising, leading to a rise in gambling prevalence rates among those under the age of 25.
The country’s Betting, Gaming and Lotteries Commission (BGLC) is currently conducting a consultation on the proposed new measures which were drafted after a new gambling prevalence study showed that 50% of those who engaged in gambling in the past year were under 25 years old.
The BGLC also received concerns directly from Jamaican schools about students engaging in gambling activities.
Operators Must Use Clear Messaging
The new rules will require operators to use clear messaging and avoid misleading imagery or statements in all of their marketing communications. In particular, any gambling promotion/communication must clearly indicate the +18 gambling age restriction and highlight a “play responsibly” message. Furthermore, young people aged under 25 should not feature in any gambling ad.
The primary aim of the new measures is to ensure truthful marketing, clear communication of risks, and enhanced protection for vulnerable groups, especially younger people. The BGLC aims to enforce the new rules by April 1, 2024.
