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Placing digital adverts responsibly

Consultation start date: 09 May 2016

Consultation end date: 20 June 2016


The placing digital adverts responsibly consultation sought views on the proposed wording of a new licence condition to ensure that licensees take responsibility for ensuring that advertisements placed by themselves or others do not appear on websites providing unauthorised access to copyrighted content.


Having established the need for and the principle behind this issue in our previous consultation, Proposed amendments to licence conditions and codes of practice (LCCP) for all operators in relation to the prevention of crime associated with gambling, we considered that the introduction of a licence condition would address this serious issue appropriately. We set out this position and issued this supplementary consultation on the wording used in the new licence condition.

The supplementary consultation ran for six weeks and closed on 20 June 2016. We have now considered the responses provided and have decided to implement a licence condition as this is the most appropriate method of dealing with this issue.

We have taken account of respondents’ views and have amended the wording of the licence condition to make clear that in the case of third party advertising operators should implement all reasonable steps to prevent marketing appearing on such websites, and to react quickly and effectively if they do appear.

List of respondents:

  • Alliance for Intellectual Property
  • British Recorded Music Industry
  • The Federation Against Copyright Theft
  • Gala Coral Group
  • Microgaming
  • Novomatic UK
  • People’s Postcode Lottery
  • Remote Gambling Association
  • Talarius
  • William Hill


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