The Advertising Standards Authority has today (19 May 2022) published its Annual Report 2021 (a copy of which you can download below), in which it states as follows in relation to the introduction (with effect from 1 October 2022) by the Committee for Advertising Practice of ‘tough new rules’ to ‘curb broad appeal of gambling ads and better protect under-18s’ (about which you can read more in our previous website posting here).
Introducing tougher content restrictions on gambling ads
Following the outcome of a consultation on gambling ads, the ASA will be introducing tough new rules as part of our commitment to safeguarding young people and vulnerable audiences.
The new rules, which come into effect on 1 October 2022, state that gambling and lottery ads must not: “be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture.”
This is a step-change from the existing rules that gambling ads must not be of ‘particular appeal’ to children. A ‘strong’ appeal test prohibits content including imagery, themes and characters that have a strong level of appeal to under-18s. Under these new rules gambling advertisers won’t be able to use sports people, reality TV stars and references to video games well known to under-18s, even if they also appeal strongly to adults.
In practice, this will significantly restrict the imagery and references that gambling ads will be allowed to use and should decrease the potential for gambling ads to attract the attention of under-18s.