ASA gives advice on achieving compliance.
“The Advertising Standards Authority (ASA) has today published updated advice regarding gambling advertisements and how to comply with the rules. Within the guidance the ASA highlights key rulings in respect of the main issues.
The following main points are included within the ASA guidance.
• “Gambling ads must not portray, condone or encourage behaviour that could lead to financial, social, or emotional harm. This includes encouraging consumers to continue gambling after a loss, implying that consumers can excel in poker without previous experience and emphasising the buzz consumers may feel while gambling.”
• “Gambling ads must not exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons. This includes encouraging consumers to place higher bets to improve their chances of winning and suggesting that their luck could improve and presenting the gambling service as a stock, making it seem like an investment opportunity.”
• “… gambling ads must not suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security.”
• “Gambling ads must not show gambling taking priority in life.”
• “Appeal to children is a key concern for gambling ads and ads should not appeal to under-18s more than to over-18s.”
• “Gambling ads also have to ensure that their ads do not feature anyone who is or appears to be under 25 years old (regardless of their actual age) gambling or playing a significant role. This refers both to youthful actors and extends to young sports stars playing a sport to be bet on.”
The full updated advice from the ASA can be found on the ASA website here.”