The Committees of Advertising Practice, authors of advertising codes in the UK, have published updated guidance on gambling advertising and the protection of under-18s, with a new requirement banning the use of ambassadors appearing to be aged under 25.
Recognising the potential risks posed to young people by irresponsible gambling advertising, the guidance reaffirms and enhances the comprehensive protection provided by the codes: that under-18s must not be addressed by gambling advertising, should not be targeted through media placement or ad content and that ads intended for adult audiences must not contain content of particular appeal to under-18s.
The revised guidance is part of the Committees’ response to the Department for Digital, Culture, Media and Sport (DCMS) review of social responsibility measures for gambling.
The revised guidance requires that gambling ads are not placed in media for under-18s and that under-18s comprise no more than a quarter of an audience in other media.
It also prohibits targeting of groups of individuals who are likely to be under 18 based on data about their online interests and browsing behaviour and includes an extensive list of unacceptable types of content, including certain types of animated characters, licensed characters from movies or TV and sportspeople and celebrities that are likely to be of particular appeal to children and references to youth culture.
The guidance also prohibits the use in gambling advertisements of sportspersons, celebrities or other characters who are or appear to be under 25.
