UK advertising regulators–the Committee of Advertising Practice and Broadcast Committee of Advertising Practice—have proposed stronger rules about ads targeting young people and potential problem gamblers.
Gambling and betting ads currently are banned from any media where more than 25 percent of the audience is under 18. However, one of the proposed new rules would end all marketing having a “strong appeal” to people age 18 or under, instead of just a “particular appeal” under the current rules.
This new approach would have a major impact on the frequency of ads featuring reality TV stars and sports personalities. According to the rules, gambling ads “must not feature a person or character whose example is likely to be followed by those aged under 18 years or who has a strong appeal to those aged under 18.” A CAP statement said, “For example, featuring the England football captain in a gambling ad would be prohibited under this new rule.”
CAP and BCAP said besides not featuring celebrities with strong underage fan bases, ads also should avoid using themes associated with youth culture. Examples included “disregard for authority or social norms, teenage rebelliousness and mocking or outwitting authority.” Fashion, clothing, music, dance, and language associated with young people also are to be avoided.
Another proposed change includes new rules designed to lower the likelihood of problem gamblers seeing potentially irresponsible messaging. For example, the rules ban ads implying money-back offers could create any sense of financial security.
In addition, the new rules would prohibit an operator from using humor to downplay the risks of gambling. Also, operators would not be allowed to present gambling as a way to be “part of a community based on skill” or include “unrealistic portrayals of winners,” such as a player winning the first time they play or winning easily. Furthermore, the new rules would disallow operators from suggesting “a level of control over the bet that is unlikely to apply in practice.”
The proposed rules are a partial response to research published by GambleAware in March, led by Ipsos Mori and the Institute for Social Marketing at the University of Stirling. The report indicated regular exposure to gambling promotions can change perceptions and associations of gambling over time for children, young people and vulnerable adults, and that 96 percent of participants age 11 to 24 had been exposed to gambling marketing messages in the last month.
