Setting the Standard: Direct Mail for eGaming Businesses

We've covered the regulation and legal frameworks that govern eGaming and Direct Mail in the UK before, but this topic is so complex and so important that I thought it might be worth looking at it again. Of course, every jurisdiction has its own rules and regulations so it's always important to check them first, but with most of our clients either based or doing business in the UK, we'll focus specifically on that for this blog.

The current framework is based around the Gambling (Licensing and Advertising) Act 2014, which requires all gambling firms advertising in the UK to have a UK license, and also brings all marketing activites within the remit of the Advertising Standards Authority (ASA).

Of course all industries must abide by advertising codes and laws, but the nature of gambling means that it is ranked alongside alcohol and drugs when it comes to the stringency of the rules. This means that rules and regulations from the ASA, the Committee of Advertising Practice (CAP), the Gambling Commission, the Industry Group for Responsible Gambling and the Direct Marketing Association (DMA) all apply.

That's the bad news. The good news is that many of these regulations come down to common sense. Rules like the stipulation that nobody under 25 can be featured, and the need to make it simple for people to opt-out are frankly common sense to most industry marketers these days. A good place to keep up-to-date on the latest developments is the ASA website, where you can find all rulings relating to eGaming businesses.

So what are the basic rules:
• Be open and transparent at all times, especially when explaining the offer or promotion.
• Ensure that you include GambleAware /18+ information and the relevant details of your holding company and license.
• Take all reasonable steps to ensure that your lists are fully cleansed, especially in relation to age and self-exclusion.
• Make opting-out simple and straightforward.
• Keep your terms and conditions understandable and accessible, either printed on the mailer or never more than one click away for the online element.
• Never promise what you can't deliver and never say something is 'guaranteed' unless you're 100% certain that this is the case.

So there you have it. The rules may be complex but, when viewed as a whole, they're not so scary as they first appear. If you want help in delivering a successful DM campaign, contact the Secure Direct Mail team on 01624 698488 or email

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