At the behest of an overwhelming concern to protect minors from casino related advertising, several UK gambling trade associations have included a 9pm watershed into a single voluntary code of socially responsible advertising policies. A 9pm watershed is what the International Trade Commission deems the suitable time in which television advertising can cater specifically to adults, assuming that parents will share responsibility in deeming what is suitable for children to watch on television after 9 p.m.

This code, which is being developed by the UK's leading gambling trade associations, including Business in Sport and Leisure, Association of British Bookmakers, Bingo Association, British Amusement Catering Trade Association, British Casino Association and the Remote Gambling Association (representing the interests of practically all the leading UK online gaming companies), has been developed to show the industry's appreciation of looser advertising laws, and its commitment to heightened responsibility in this regard.

In addition to the 9pm watershed, which became apparent the UK government would likely insist upon, there are several other provisions in the code to serve as recommended standards in conjunction with the new advertising rules going into effect on September 1. This is also the date in which the "white list" of casinos and gaming companies will be permitted to start advertising campaigns in the UK. The "white list" could be published as early as this week according to the trade associations.

Other provisions in the code directly cite the Responsibility in Gambling Trust's website, Gambleaware.co.uk, which is also to be launched in early September. And while there are notable advertising carve-outs for bingo and sports advertising, merchandise which caters to children, such as football jerseys in children sizes, are to not have betting logo advertising. Specifically, this would mean that 32Red Online Casino and Mansion Gaming, both of whom sponsor premiere football teams, would be required to uphold this provision.