New gambling advertising standards to protect under 18s come into force today

As we have previously reported, the Committee of Advertising Practice have introduced new guidance on “Gambling advertising: protecting children and young people” to help interpret CAP and BCAP’s gambling rules as they relate to the protection of children (aged 0-15) and young people (16 and 17). The new guidance applies to marketing communications appearing in all media, including online channels such as social media.

These new standards come into force today, 1 April 2019. They:

  • 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,
  • extensively list unacceptable types of content, including certain types of animated characters, licensed characters from movies or TV and sportspeople and celebrities that are likely to be of particular appeal to children, and references to youth culture,
  • prohibit the use in gambling ads of sportspersons, celebrities or other characters who are or appear to be under 25, and
  • add to existing guidance on the responsible targeting of ads, covering all media (including social networks and other online platforms).

CAP has published a news item on this subject entitled “Don’t gamble with under-18s ad protections(that you can download below).

You can also download the new guidance below and read more about it in our previous report.