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Under new rules designed to protect under-18s and other vulnerable groups, gambling and betting companies will be prohibited from using advertising featuring top-flight footballers and other sports personalities, as well as reality TV and social media stars.
Past betting and gambling marketing involving stars and celebrities such as Cristiano Ronaldo, José Mourinho, Michael Owen, and Harry Redknapp will be prohibited in the UK, according to the changes outlined by the body in charge of the UK advertising code.
The broad new rules also prohibit showing specific teams’ football kits and stadiums in advertisements, as well as using video game content and gameplay popular with under-18s. An advertisement is only prohibited if it is likely to appeal to a child under the age of 18 rather than an adult, under the current rules. Ads will be prohibited under the new rules if they are “likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture,” regardless of how adults perceive them.
The new rules go into effect in October, just in time for the World Cup in Qatar the following month, a sporting event that gambling and betting companies have traditionally spent heavily on marketing to attract gamblers. However, the Advertising Standards Authority, which enforces the UK advertising code, lacks the authority to regulate in the contentious area of team sponsors. The new rules prohibit the use of any celebrity, from sports stars to Love Island contestants, who have a significant fanbase of under-18s in betting and gambling advertisements. The rules apply to both broadcast and non-broadcast media, such as TV, radio, and cinema advertisements, as well as online and in newspapers, as well as billboards and posters.
The ASA reported that children were still seeing 2.2 betting or gambling ads per week on average, despite the fact that this is the lowest level in 12 years, with existing rules prohibiting anyone under the age of 25 from being used in an ad.
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