Gambling adverts banned from having ‘strong appeal’ to children

Top footballers and celebrities are no longer allowed to promote betting, following the introduction of new rules to protect children.

From 1 October, the Committee for Advertising Practice’s (CAP) rules require that gambling adverts must not include content with a “strong appeal” to under-18s.

For example, such adverts will not be allowed to feature high profile figures likely to be seen as role models by children, or footage from video games popular with youngsters.

Safeguards

Previously, gambling adverts were not permitted if they were just likely to appeal more to children than to adults. But following a public consultation the advertising watchdog agreed to strengthen measures to safeguard children.

In CAP’s guidance on its new rules, it explained that advertising must not “directly influence” children to gamble, “affect attitudinal change that could result in participation later in life” or “influence longer-term attitudes”, which could harm them in the future.

Its Director Shahriar Coupal has previously said: “By ending these practices, our new rules invite a new era for gambling ads, more particular to the adult audience they can target and more befitting of the age-restricted product they’re promoting.”

Scotland

Earlier this year, it was reported that the number of gamblers seeking help for their addiction had risen dramatically since the start of the pandemic.

GamStop, which enables gamblers to exclude themselves from online betting companies, reported a 23 per cent increase in people seeking help across the UK.

Experts are concerned about gambling in Scotland, and young Scots in particular, with a recent survey by the Health and Social Care Alliance Scotland indicating nearly a quarter of young people between 11 and 26 years old had gambled in the last twelve months.