The Advertising Standards Authority (ASA), in conjunction with the Committees of Advertising Practice CAP and BCAP, have issued new guidelines regarding gambling advertising. Specifically, the guidelines attempt to define what constitutes “strong appeal” across advertising for online casinos and broadcasting channels within the UK.
ASA gambling ad guidelines
The ASA holds the position that gambling advertisements should not be published on channels, or by influencers and personalities, that have a strong appeal to under-18s – even if the advertisement itself does not specifically target youngsters.
However, the question of what qualifies as a strong influence has been tested with varying outcomes. In its latest guidelines, which are set to replace the 2022 guidelines, the ASA attempts to give a clearer definition.
The move has been taken as a result of the UK Gambling Commission’s Young People and Gambling 2024 report.
In the report it was suggested that 62% of young people had seen online gambling advertisements last year, with football fans being the most likely.
The new guidelines clearly highlight the fact that advertisers must do due diligence on the audiences of personalities and channels where ads will launch. Their guidance states that “a total of 100,000 under-18 followers across platforms is indicative of a strong appeal.”
However, this isn’t the only factor to consider. For example, if a personality has 100,000 followers and the majority of them are children, they could still be considered to have a strong appeal to under-18s.
Risks and exemptions
Certain groups of celebrities, especially elite-level footballers, are considered high risk. Therefore, using footballers in gambling advertising is likely to fall foul of the ASA’s standards.
Recent research by the University of Bristol showed 27,000 gambling messages were witnessed during this year’s opening Premier League weekend. This research took into account live matches as well as popular news and highlights coverage, and social media ads. While the number was down slightly compared to last year’s figures, it is still nearly three times as high as the number in 2023.
The guidance points to “under-18 followers across platforms“, rather than just the individual platform the message will appear. This means advertisers need to take into account all of a personality’s social media and other channels.
Even if a message is to be published on X, for example, where the personality might have a small under-18 following, the advertiser must look at and consider their following on other platforms like TikTok, which tends to skew towards younger users.
There are exceptions. For example, platforms that require robust age verification do not need to be considered. However, advertisers will need to show that strict verification systems are in place.
While football is highlighted as being the sport most likely to attract young fans, all sports and other subjects need to follow the same guidelines.
The ASA has reiterated the fact that under-25s are not to be used in gambling ads. But, they have also highlighted the use of generic depictions of sports as well as text and audio references to sports or gambling products as being generally acceptable.
