CAP unveils new codes targeting irresponsible gambling ads

The Committee of Advertising Practice (CAP) has unveiled new standards which aim to protect children and young people from irresponsible gambling ads.

The new standards prohibit online ads for gambling products from being targeted at groups of individuals who are likely to be under the age of 18, based on data about their online interests and browsing behaviour.

From 1 April, CAP will list unacceptable types of content, including certain types of animated characters, licensed characters from movies or TV and sports people and celebrities that are likely to be of particular appeal to children, as well as references to youth culture.

In addition, the use of sports persons, celebrities or other characters who are, or appear to be, under 25 in gambling ads will be expressly prohibited.

Shahriar Coupal, director of the Committees of Advertising Practice, said the new standards responded to the latest evidence and lessons from ASA rulings, and required that greater care was taken in the placement and content of gambling ads.

“Playing at the margins of regulatory compliance is a gamble at the best of times, but for gambling advertisers it’s particularly ill-advised, especially when the welfare of children is at stake,” Coupal said.

As a way of providing further clarity on the new standards, CAP provided several example scenarios such as a William Hill ad that appeared within a MarioKart app.

However, the regulator said there was no evidence to support the claims that exposure to gambling ads which are currently compliant with advertising standards has a harmful effect on those under the age of 18.

In a recent report, the Advertising Standards Authority confirmed that the percentage of gambling adverts seen by children in 2017 was 19% lower than those seen in 2008.