ASA Updates Guidelines to Enhance Protection of Minors from Gambling Advertising
Overview of ASA’s Updated Guidance
The United Kingdom’s Advertising Standards Authority (ASA), through its Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP), has introduced updated guidelines aimed at strengthening protections for minors against the potentially harmful effects of gambling and lottery advertisements.
Background on Previous Regulatory Changes
In 2022, following public consultations, ASA’s CAP and BCAP implemented more rigorous standards replacing the previous criterion of “particular appeal” to children with a tougher test emphasizing “strong appeal.” This shift required a careful assessment to ensure gambling and lottery ads do not unduly attract the attention of individuals under 18 years old.
With these stricter measures, the ASA expanded its oversight to cover a wider range of elements, including the use of athletes and other figures who might strongly appeal to impressionable young viewers. This also extended to content connected to video games and online gaming, which could engage younger demographics.
Recent Updates Based on Experience and Research
After applying these regulations for three years, ASA has now introduced further refinements to the guidelines. These changes reflect recent rulings, stakeholder feedback, and fresh research findings.
Key Clarifications Introduced
One significant update defines a practical benchmark for social media influence: a personality who has 100,000 or more followers under the age of 18 across various platforms is generally considered to have a strong appeal to young people. However, ASA notes this is a guideline rather than an absolute rule, acknowledging that some figures with fewer minor followers may still strongly attract youth, and vice versa.
Marketers are advised to exercise caution, particularly when lacking UK-specific audience data.
The guidance now includes a new section explaining how the context and presentation of celebrity endorsements can affect their appeal to younger viewers. ASA has also refined the distinctions between “adult-centric” and “non-adult-centric” sports to clarify when marketing materials are more likely to influence minors.
Moreover, the updated rules offer expanded insight into the role of social media in advertising today, recognizing its evolving impact and significance in reaching younger audiences.
