GambleAware supportive of proposed UK gambling ad restrictions

GambleAware has declared its support for the new gambling advertising rules to be brought on by the Committee for Advertising Practice (CAP), which are to take full on October 1, 2022.

The new rules, specially made to protect under-18s from exposure to gambling products, stop gambling brands from using famous sportspeople and celebrities to adverts their products and services.

The major change in the new rule relates to the wording itself. Formally, gambling companies could not make adverts of “special appeal” to under 18s (children); this has now been changed to “strong appeal” and relates to pictures, themes, and characters added in any marketing activity.

Particularly, adverts will not be able to feature high profile footballers, or those with particular appeal to under-18s, all sportspeople popular to under-18s, references to video game content well-known with under-18s and celebrities from reality TV shows.

All the new rules are accepted by GambleAware.

Zoe Osmond, CEO of GambleAware, said: “It is completely right to take preventive action to stop gambling related-problems becoming rooted among children and young people, so we are happy to see this proactive measure to keep under-18s safe from exposure to gambling adverts.

“We also are excited GambleAware’s research let to these actions being taken by Committee for Advertising Practice (CAP). Our research, published in 2020, revealed 94% of those within the age of 11-17 in Great Britain had been exposed to gambling adverts in the previous month, seeing six adverts on average.

“Almost two-thirds of this age bracket had seen gambling adverts on social media platforms, while almost have had seen sports teams, games and events sponsored by a gambling operator.”

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