A ban on certain gambling advertisements has been introduced by the Committee of Advertising Practice (CAP). CAP has ruled on changes to how companies that operate gambling can advertise services. These rules will protect the most vulnerable and include a ban on celebrity endorsements, showing sports team kits, sports stadiums, and advertisements in video games.
Some organisations have pushed for earlier enforcement of the new rules. However, they will come into force before the Qatar World Cup on October 1st, 2022.
A CAP spokesperson said celebrities who “are likely to be of strong appeal to children or young people, especially by reflecting or being associated with youth culture” will no longer be allowed to advertise gambling-related products.
Sporting celebrities such as Jamie Redknapp and Jose Mourinho, actors and television personalities promote brands like PaddyPower. Former Love Island contestant Chris Hughes holds an ambassadorial role for Coral Racing.
A New Era for Gambling Advertising?
Shahriar Coupal, Director of CAP, said:
“The days of gambling ads featuring sports stars, video game imagery and other content of strong appeal to under-18s are numbered. 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 the age-restricted product they’re promoting.”
“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 the age-restricted product they’re promoting.”
The ex professional football player Paul Merson said it “sickens” him to see former players and managers advertising gambling. Merson has spoken about his gambling addiction and has lost £7 million.
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