ASA Criticized for Inaction on Gambling Content Marketing
New Concerns Raised Over ASA’s Handling of Gambling Advertising
The Advertising Standards Authority (ASA) has come under criticism from Peers for Gambling Reform (PGR) for not effectively addressing gambling advertisements on social media platforms. In a strongly worded letter dated 11 September, PGR accused the ASA of repeatedly postponing action against “content marketing,” which promotes gambling brands through subtle online engagement tactics rather than overt advertisements.
Content Marketing Evades Current Advertising Rules
Peers for Gambling Reform, a bipartisan group consisting of more than 150 members of the House of Lords, highlighted that gambling companies are increasingly using shareable content like memes, jokes, and viral videos to boost brand visibility. This type of marketing is often accessible to younger audiences. Research from the University of Bristol indicates that content marketing attracts the attention of under-18s at a rate four times higher than adults.
A recent snapshot revealed that the top ten gambling operators amassed over 20 million views through content marketing alone. Lord Foster of Bath, chair of PGR, stressed that the ASA has consistently failed to respond adequately despite warnings from researchers and campaigners since 2019. He also pointed to evidence showing that early exposure to gambling advertising can cause lasting harm.
Children and young people remain exposed to forms of gambling advertising that are especially harmful, and that the regulator has consistently failed to address.
PGR letter
The letter further noted the ASA’s previous stance that it did not oversee much of this content because it was posted by operators based overseas. Although this position shifted in 2022 to expand the ASA’s jurisdiction, PGR claims enforcement remains inconsistent and many posts still avoid regulation.
ASA Promises Stronger Enforcement Actions
PGR advocates for all gambling-related content on social media to be clearly marked with an “Advertising” label to help users recognize promotional material. They have also urged government officials to consider banning gambling content marketing entirely to prevent normalization of betting culture among youth and to strengthen existing protections.
Responding to these concerns, the ASA stressed that safeguarding children is a central priority for the regulator. They highlighted the recent updates to the Committee of Advertising Practice (CAP) Code which now covers a broader range of online content, enabling more robust action against irresponsible gambling advertisements.
Despite these changes, critics argue that this response came too late after years of young people being exposed to unlabelled and potentially damaging material. With the government outlining intentions to tighten industry standards in an upcoming white paper, campaigners insist that immediate measures are necessary to close significant regulatory gaps in gambling advertising.
