Updated guidance on gambling advertising regarding young people

The Committee of Advertising Practice (CAP) (which publishes advertising guidance for businesses in the UK) has updated its guidance on under-18s protection in gambling advertising. The updates include new guidance on the role of social media determining “strong appeal” being an account with over 100k followers, and clarification regarding “adult centric” and “non-adult centric” sports. They have also included a new section entitled “Context” explaining how appeal can vary depending on setting and execution.

This updated guidance should be used be marketers to comply with the advertising rules on gambling. The guidance also highlights what those promoting gambling need to consider to reduce the likelihood that their ads may have strong appeals to those aged under 18.