Revisions to Lottery Advertising Rules regarding under 25s Announced
LISTEN TO THIS ARTICLE:Modifications to the UK Committee of Advertising Practice (CAP) Code and British Code of Advertising Practice (BCAP) regarding the advertisement of lotteries and the portrayal of individuals who look younger than 25 have been revealed.
These changes will not affect existing advertising policies or practices. Rather, their purpose is to clarify the rules by explaining the underlying policy intentions more clearly.
Advertising for lotteries has traditionally been subject to rigorous regulations designed to protect minors (ages 0-15) and teenagers (ages 16-17). One such rule prevents those under 25 from featuring prominently in advertisements, ensuring that characters or personalities displayed are adults, thereby reducing their potential appeal to a younger audience.
The Advertising Standards Authority (ASA) occasionally examines cases where actors over 25 may appear considerably younger, potentially conflicting with this rule.
Changes Clarify Age Related Rules
Among the changes to BCAP Code Section 18, rule 18.6 has been modified to state that lottery advertisements must not depict anyone who is, or appears to be, under 25 years old participating in gambling activities. In addition, rule 18.7 now stipulates that lottery advertisements must not present anyone who is, or appears to be, under 25 years old in a significant role, particularly in relation to scratch cards or online instant-win lottery products.
Similarly, CAP Code Section 17 has been revised to include, among other things, the stipulation that individuals under 25 should not be portrayed as participating in gambling activities in lottery marketing materials.
Regular reviews of CAP and BCAP rules and guidelines are conducted to ensure their comprehensibility for Code users, especially following significant policy alterations, as is the case in this instance. As part of these technical revisions, CAP and BCAP have also refreshed and enhanced the related guidance, incorporating multiple modifications.
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