In its efforts to protect vulnerable groups and youth, the Committee for Advertising Practice (CAP), will create new gambling advertising rules.
The new rules will “significantly impact gambling advertisers looking to promote their brands using prominent sportspeople and celebrities as well as individuals like social media influencers, who are of strong appeal to those under-18,” CAP noted.
Strong appeal means that content (imagery, themes, and characters) is not allowed to be viewed by under-18s.
Advertisers won’t be allowed to promote top-flight and well-known sportspeople to younger audiences on social media.
Advertisements cannot include references to games and videogame content that is popular among younger viewers.
“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,” a statement from CAP read.
CAP stated that these rules will be in effect from October 20, 2022.
“The days of gambling ads featuring sports stars, video game imagery and other content of strong appeal to under-18s are numbered,” said CAP Director Shahriar Coupal.
“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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