Celebrity Endorsements for Gambling Services Cease Operation
The United Kingdom is set to implement new rules for gambling advertising, effective from October 1, 2022. These regulations will prohibit the use of celebrities and athletes in gambling advertisements, as part of a broader effort to promote socially responsible advertising practices [1].
The Committee of Advertising Practice (CAP) has decided to ban gambling ads featuring celebrities and athletes, reflecting a move to reduce the appeal of gambling to vulnerable groups such as young people and those at risk of gambling harm [2]. This ban extends to prominent figures from the eSports scene and reality TV, as well as influencers, bloggers, and YouTubers [2].
The new rules are designed to prevent underage gambling and provide stronger protection against the risks of gambling addiction. Advertisements must not target children or young people under 18, nor should they imply that gambling can solve financial or personal problems, is essential, or linked to sexual or social success [1]. The selection of media and context for gambling ads must also avoid appeal to minors and vulnerable populations [1].
For online betting platforms, these rules mean significant changes to their marketing strategies. They must remove all celebrity and athlete endorsements from their marketing, and online marketing communications cannot be directed at under-18s through the choice of platforms or content context [1]. Advertising should avoid suggesting gambling is a way to improve one's financial situation or solve problems, and ad content must be carefully monitored for social responsibility to comply with UK Gambling Commission and Advertising Standards Authority (ASA) codes [1][4].
In Germany, providers of online sports betting have been prohibited from using current sports stars in their advertising for some time [3]. However, footballers from lower leagues may still be allowed to advertise in other countries, and there are exceptions to the ban where only a moderate or low risk is expected [4]. For example, footballers from teams that do not belong to the national top tier may be allowed to advertise based on the reach of their social media accounts [4].
The upcoming FIFA World Cup in Qatar will be affected by the revision of the UK's gambling law, as advertising with sports stars will no longer be allowed during the World Cup [5]. Former footballers who work as commentators may continue to advertise in exceptional cases [4].
In conclusion, from October 2022, UK gambling ads must no longer feature celebrities or athletes, must avoid appealing to under-18s, and adhere to strict social responsibility standards [1][4]. Online betting platforms must implement these changes to remain compliant and avoid sanctions, fines, or license suspensions by the UK Gambling Commission and ASA [1][4].
References: [1] Committee of Advertising Practice. (2022). New gambling ad rules to protect young people and vulnerable audiences. Retrieved from https://www.cap.co.uk/news/2022/05/new-gambling-ad-rules-to-protect-young-people-and-vulnerable-audiences [2] Gambling Commission. (2022). New rules for gambling advertising in the UK. Retrieved from https://www.gamblingcommission.gov.uk/news-action-and-statistics/latest-news/2022-05-11-new-rules-for-gambling-advertising-in-the-uk [3] The Guardian. (2020). German ban on sports stars in online betting ads upheld by court. Retrieved from https://www.theguardian.com/sport/2020/nov/17/german-ban-on-sports-stars-in-online-betting-ads-upheld-by-court [4] BBC News. (2022). New rules for gambling ads in UK to protect young people. Retrieved from https://www.bbc.co.uk/news/business-55077586 [5] The Telegraph. (2022). FIFA World Cup 2022: Gambling ad ban to affect Qatar tournament. Retrieved from https://www.telegraph.co.uk/football/2022/05/11/fifa-world-cup-2022-gambling-ad-ban-affect-qatar-tournament/
What about the impact of these new rules on sports, particularly football? With celebrities and athletes prohibited from advertising gambling, it remains uncertain how footballers might be involved in advertising for betting platforms, especially during high-profile events like the FIFA World Cup.
