The Committee for Advertising Practice (CAP) has introduced “tough new rules” for gambling advertisers in a bid to safeguard young people and vulnerable audiences.
The rules will impact gambling advertisers looking to use sports people, celebrities and social media influencers who are of strong appeal to those under-18 or have strong associations with youth culture.
Prior to this announcement CAP rules stated that ads must not be of ‘particular appeal’ to children. These rules, however, prevent gambling brands from broadcasting imagery, themes and characters that may allure under-18s to gamble.
Specifically, campaigns will not be able to use topflight footballers, sportspeople, social media influencers, reality TV stars and celebrities with considerable under-18 followings on social media.
References to video games and game-play popular with the age group will also not be permitted.
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The news follows a report carried about by CAP in October 2020 that explored the impact of gambling marketing and advertising on children, young people and vulnerable adults.
The report found that regulatory changes would help to protect under-18s from gambling-related advertising harms.
CAP added: “Our gambling advertising rules have always placed a particular emphasis on protecting young and vulnerable people and we will continue to review our rules, policies and guidelines to make sure that they are effective.”
CAP director Shahriar Coupal concluded: “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’re promoting.”
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