UK’s CAP Cracks Down on Gambling Advertising

The Committee for Advertising Practice (CAP) in the UK has announced the introduction of strict new rules for gambling advertisements. The rules are designed to completely ban any imagery that may appeal to young people.

For example, adverts may no longer feature or reference top football players or other sportsmen. They cannot include video game content or gameplay footage that is popular with under-18s, celebrities that are popular with under-18s, or a person or character whose example minors may follow or be drawn to.

According to CAP, the new rules are part of its commitment to safeguarding young people and vulnerable audiences. All bookies and casinos licensed by the UKGC or targeting British customers will have to adhere to these new regulations. They represent a significant step up from the existing rules that state gambling adverts must not be of "particular appeal" to children.

The rules state that gambling-related adverts must not "be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture."

The changes come after a consultation on the rules, and they are due to come into effect on October 1, 2022.

Shahriar Coupal

The days of gambling ads featuring sports stars, video game imagery and other content of strong appeal to under-18s are numbered. 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.

Shahriar CoupalDirector of CAP

CAP is charged with writing and maintaining The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing. This covers adverts in traditional and new media, sale promotions, direct marketing communications, and marketing communications on marketers' own websites.