New stronger rules introduced to regulated gambling advertisements

The Committee for Advertising Practice have announced tougher new restrictions to be placed on gambling advertisements in an attempt to further safeguard young and vulnerable people.

The rules are aimed largely at restricting the use of prominent sports people, celebrities and social media influencers who would appeal to a younger audience. This is expected to cover individuals such as topflight footballers, reality TV stars and social media influencers, alongside characters from video games such as Fortnite.

The prime intention behind this change is to restrict gambling operators from utilising individuals with a significant following from the younger generation via social media in their advertisements. The Committee’s concern is the increasing use of these within industry advertisements is attracting young people to gambling.

These rules amend the existing ones in place through strengthening the terminology, stating that gambling and lottery adverts must not “be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture.”

The existing rules stated that adverts must not be of particular appeal.

In practice, this amendment to the rule will significantly restrict the pool of individuals, imagery and themes advertisers can use when advertising gambling.

This change is to come into effect on the 1st October 2022.

For further details on this, or any gambling licensing issues, contact licensing solicitor Richard Bradley on 0115 953 8500.