UK introduces new guidance on gambling advertising to protect children and young people

The UK Advertising Codes have key protections for those under the legal age to gamble. While evidence suggests that exposure to gambling ads that comply with the UK’s Advertising Codes is, of itself, unlikely to harm under-18s; targeted restrictions are still required to address the potential risks associated with irresponsible advertising.

While the advertising rules do not need to change, CAP and BCAP have introduced new guidance on gambling advertising and protecting children and young people to strengthen how they apply in practice.

These standards come into force from April 2019. It will Prohibit online ads for gambling products being targeted at groups of individuals who are likely to be under 18 based on data about their online interests and browsing behaviour. It will also prohibit gambling ads of sportspersons, celebrities or other characters who are or appear to be under 25.

Gambling ads are a continuing area of focus for the ASA. So if you’re involved in the marketing of gambling services, make sure you’re up to date on the standards expected. CAP has already produced specific guidance on this, alongside more general guidance on non-broadcast ad placement.

You also need to be careful around ads in social media and online games. These should not be used to promote real-money gambling to under-18s and where they contain ads, those ads must comply with the placement restrictions.