As of October 1st, 2022, UK licensed gambling operators can no longer use high-profile sports personalities to promote gambling promotions after The Committee of Advertising Practice (CAP) banned anything with ‘strong appeal’ to persons under the age of 18.
‘Series of Tough Measures’
CAP announced today a series of tough measures to ensure sports personalities including high-profile football players who may influence the younger generation to gamble. Previously, an ad may be banned if the Advertising Standards Authority (ASA) deemed it inappropriate if appealing to a younger audience, particularly the under-18 age bracket rather than an adult audience.The new code adds, “Marketing communications/advertisements for gambling must not have a strong appeal to children or young persons, especially by reflecting or being associated with youth culture.”Although future adverts may appeal to an adult audience they could be banned due to their popularity with people of a younger age.High-profile footballers cannot be used in the promotion of gambling-related promotions, as some may have a higher percentage of younger fans on social media, this includes other sporting personalities who may appeal to a younger audience.CAP has also banned any reference to video game content, and gameplay popular with people under the age of 18.
New Era of Gambling Ads
The new regulations will seriously impact the way operators advertise their marketing campaigns in the future and who they are able to work with moving forward.Director of CAP Shahriar Coupal said, “The days of gambling ads featuring sports stars, video game imagery, and other content of strong appeal to under-18s are numbered.“By ending these practices, our new rules invite a new era for gambling ads, more particular to the adult audience they can target and more befitting of the age-restricted product they are promoting’”