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UK Gambling Ads: Celebrities and Esports Are Out
By Shane Addinall Apr 06, 2022 IndustryNew laws affecting the content of gambling advertisements will come into effect in October this year. Any material or person with significant influence in the under-18 demographic may no longer appear in gambling ads.Gambling companies in Britain have a bitter pill to swallow following the announcement of new advertising rules in the UK. The Committee for Advertising Practice (CAP) revealed amendments to advertising laws that prohibit celebrity endorsement.
From 1 October, any gambling marketing may only target adults. Shahriar Coupal, Director of CAP, commented:
“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.”
The committee admits these changes may significantly affect gambling advertisers. However, the safety of underaged and vulnerable people is a higher priority.
No Celebrities or Video Games
As part of the UK Advertising Standards Authority’s (ASA) drive to protect young and vulnerable audiences, celebrity appearances on advertisements have strict guidelines from October this year. The rules ban gambling ads featuring celebrities, sportspeople, and influencers recognised by under-18s.
The ASA and CAP hope the new laws help to lower gambling harm as a GambleAware report claimed an increased concern about gambling problems. Any public figure who is ‘of strong appeal to those under 18’ may not appear in any marketing material that promotes gambling. These rules include references made to video games popular with the youth. In its press release, CAP noted:
“In practice, this will significantly restrict the imagery and references that gambling ads will be allowed to use and should decrease the potential for gambling ads to attract the attention of under-18s in an audience.”
Examples of those banned from appearing in ads are footballers or sportspeople with a considerable social media following of under-18s and TV stars – including reality TV – which are popular among youth. Influencers with a significant social media following of under-18s may not promote gambling either. These influencers include Twitch streamers, YouTube personalities, and others.
Stars Who Promote Gambling
It is an industry-wide practise to include familiar faces in gambling ads, and stars often have lucrative deals with companies to promote the brand. European and British celebrities who have appeared in gambling ads in the past include Manchester United football superstar Cristiano Ronaldo and Love Island star Chris Hughes. Both have high volumes of followers under the age of 18.
Former Arsenal and West Ham player Jack Wilshere appeared in cheeky gambling ads earlier this year. Harry Redknapp, former manager of Tottenham Hotspur, is no stranger to gambling ads either. The regulator intends to curb any influence from well-known celebrities and symbols to further the protection of vulnerable citizens and those under 18 years of age.
More Change to Come
The British gambling review is underway, and these amendments to advertising laws are not the last changes providers face. With lawmakers working toward updated and relevant consumer protection, online gamblers in the UK already face stricter identity checks and maximum stakes on terminals.
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