Gambling ads featuring celebs to be banned

The Committee for Advertising Practice (“CAP”) has announced that gambling and betting companies will be banned from featuring high-profile celebrities in any of their advertising in the UK. Top footballers, prominent sportspeople, social media influencers, reality TV stars and individuals that might have a strong appeal to under-18s will no longer be permitted to appear in gambling adverts.

The current rules provide that a gambling advert will be banned if it is “likely to appeal more to an under-18 than to an adult.” Under the new rules, a gambling ad will be banned if it is “likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture” – importantly, this is regardless of how it may be viewed by adults.

The changes to the CAP code are far reaching and designed to protect under-18s and other vulnerable audiences. They include a ban on showing specific teams’ football kit and stadiums in adverts whilst also preventing gambling firms from using video game content and gameplay popular with the under-18 market. The changes will apply to both broadcast and non-broadcast media encompassing TV, radio and cinema ads as well as newspapers, online and outdoor advertising.

These changes will come into force from 1st October, in time for the FIFA World Cup in Qatar.