ITV has faced criticism over the years for its daytime programming that features games which offer cash prizes to viewers, such as “This Morning” and “Loose Women.” These games have been accused of exploiting vulnerable viewers, particularly those who are elderly or housebound, by encouraging them to spend money on premium rate phone lines in the hope of winning cash prizes.
In 2008, the broadcaster was fined £5.68 million by regulator Ofcom for breaches of its broadcasting code in relation to these phone-in competitions. ITV admitted that viewers had been misled in a number of cases and agreed to refund all affected participants.
Following the scandal, ITV pledged to improve its procedures and to ensure that such breaches of its broadcasting code would not occur again. The broadcaster also introduced new rules around the use of premium rate phone lines and increased the level of transparency and oversight of its competitions.
Despite these measures, concerns have continued to be raised about the potential exploitation of vulnerable viewers through ITV’s cash prize games. In 2018, the regulator Ofcom launched an investigation into the broadcaster’s “Loose Women” competition after a viewer complained that the competition was unfair.
In response to the criticism, ITV has defended its programming, arguing that its games are popular with viewers and are run in a fair and transparent manner. The broadcaster has also pledged to continue to work with regulators to ensure that its competitions comply with broadcasting codes and regulations.
ITV continue to accept viewers gambling daily on their TV Shows like This Morning, Loose Women and Dickinson’s Real Deal but are yet to be held to full and further account. There are also issues about 3rd party gambling ads on certain TV shows shown in the evening.
ITV, like other television broadcasters in the UK, has been subject to criticism over its coverage of gambling, which has been accused of normalizing and promoting the industry.
In 2018, the UK’s Advertising Standards Authority (ASA) upheld a complaint against ITV for showing gambling ads during an episode of the reality show “Love Island” that was watched by a significant number of children. The ASA ruled that the ads breached rules around responsible advertising.
In 2019, the UK government launched a review of gambling laws, which included a focus on the role of television advertising in promoting the industry. A number of organizations, including the Royal Society for Public Health, called on ITV to reduce the amount of gambling-related content in its programming.
More recently, ITV has faced criticism for its coverage of horse racing, which is sponsored by betting companies. Critics have accused the broadcaster of promoting gambling to a mass audience and contributing to problem gambling in the UK.
In response to the criticism, ITV has pledged to take steps to promote responsible gambling and limit the amount of gambling-related content in its programming. The broadcaster has also introduced new rules around the scheduling of gambling ads during live sports events.