UK to ban sports and reality TV star advertising from October 2022

UK to ban sports and reality TV star advertising from October 2022

It has been announced today that the United Kingdom is to place a ban on gambling advertising featuring sports and reality TV stars from October 2022, in a bid to further protect vulnerable groups and individuals aged under 18.

Gambling firms in the UK, including casino, poker, betting and bingo operators will no longer be able to use reality TV stars, footballers or sports personalities in their gambling marketing materials and activities under new laws that are being introduced later this year.

The Committee of Advertising Practice, the body responsible for advertising code in the United Kingdom, has set out new rules and proposals that will see the end of celebrities being used to promote gambling that are popular or familiar in children’s lives.

Additionally, video game images and gameplay that are familiar to under 18’s will also be placed under the ban and ruled out in the future of gambling advertising.

According to reports, gambling adverts are banned in Britain if they appear to appeal to children more than they do to adults.

However, under the rule-changes, no longer will gambling firms be able to use prominent figures that under 18 individuals are familiar with, including the likes of Harry Redknapp and José Mourinho.

What’s more, the laws will not only apply to television, but all broadcast media in the UK, including radio and cinema.

Furthermore, non-broadcast materials will also be included in the bane, focusing on newspapers, posters and billboards of any size.

Shahriar Coupal of the Committee of Advertising Practice commented on the new rules and what they will mean for the industry, gambling firms and vulnerable groups in society:

No more top-flight footballers or other high-profile sportspeople promoting the latest odds.

No more social media influencers, TV stars or other celebrities popular with children inviting us to bet on red. And, no more gambling ads featuring video game images or gameplay familiar to many children’s lives.

This might not seem immediately significant but its effect – particularly in a World Cup year – will be dramatic. 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 of the age-restricted product they’re promoting.

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