Over the last year, the Committees of Advertising Practice (the CAP), has taken an increasingly robust view on gambling ads.
Over the last year, the Committees of Advertising Practice (the CAP), has taken an increasingly robust view on gambling ads. Last year, it announced tougher standards to be imposed on gambling advertising after its review of gambling advertising revealed that – whilst advertising did not itself play a causal role in problem gambling – claims, imagery and approaches were deployed that may unduly influence people to behave irresponsibly.
Those standards included restrictions on ads that invoked a sense of urgency (known as Bet Now ads) during live sport; and a requirement that adverts should curb the trivialisation of gambling, avoiding anything which could, for example, encourage repetitive play.
This year the CAP has taken a further step and are seeking to protect children and young people through their latest guidance, which came into force on 1 April 2019. The guidance intends to ‘reaffirm and enhance’ the existing protection of young people and makes clear that: under-18s must not be addressed by gambling advertising; they should not be targeted through media placement or ad content; and ads intended for adult audiences must not contain content of particular appeal to under-18s.