ASA Warns Gambling Operators Against Targeting Minors for Euro 2024

Euro 2024 Advertising: ASA Cracks Down on Gambling Ads Targeting Minors

A Preemptive Strike for Ethical Advertising—As the anticipation for Euro 2024 builds, the Advertising Standards Authority (ASA) has issued a stern warning to gambling operators in the UK: tighten your advertising strategies and ensure compliance with the CAP Code to avoid targeting minors. This proactive approach by the ASA aims to safeguard young audiences from gambling-related content, especially during such high-profile international sports events, which historically see a surge in betting activities. The directive not only reinforces the rules but also emphasizes the ethical responsibility of operators to engage in fair marketing practices.

Overview of ASA’s Warning

The ASA has underscored the importance of adhering to the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code), particularly in light of the upcoming Euro 2024. The CAP Code, updated in 2022, specifies that gambling advertisements must not feature individuals under the age of 25 in roles that actively promote gambling, except on platforms where bets are placed. Moreover, the use of football players and celebrities who might hold significant appeal to individuals under 18 is strictly prohibited in such advertisements.

Specific Guidelines and Examples

In its advisory, the ASA pointed out several key areas where gambling operators need to exercise caution:

• Celebrity and Athlete Endorsements: Ads should avoid suggesting that sports teams or well-known athletes endorse gambling products unless it is clear such endorsements are official and directly related to the betting services.
• Cultural Sensitivities: Operators must steer clear of stereotypes related to race, culture, or national identity, which could lead to social or racial tensions.
• Avoidance of Violent Content: The use of any content that could be deemed as glorifying violence is forbidden. The ASA specifically mentioned the infamous incident from the 2006 World Cup final involving Zinedine Zidane as an example of what not to depict.

The Implications of Non-Compliance

The ASA has not hesitated to enforce these rules stringently. Recent actions include the rejection of complaints against an ad by BetMGM, which wisely chose a brand ambassador who did not appeal unduly to minors. Conversely, a radio advertisement by LeoVegas for its BetUK sportsbook was penalized for featuring retired footballer Adebayo Akinfenwa, emphasizing the need for careful selection of promotional personalities.

The Context of Euro 2024 and Paris 2024 Olympic Games

With Euro 2024 set to commence on June 14, followed closely by the Paris 2024 Olympic Games starting July 26, the expected increase in betting activity is significant. These events provide a fertile ground for gambling operators to expand their audience. However, they also bring increased scrutiny from regulatory bodies like the ASA to ensure that advertising practices do not exploit the heightened public interest in these events, especially among vulnerable groups like minors.

Best Practices for Operators

To remain compliant and avoid potential sanctions, gambling operators are advised to:

• Review and Adapt Advertising Materials: Regularly review advertising materials for compliance with the latest ASA guidelines and the CAP Code.
• Educate and Train Marketing Teams: Ensure that all team members are aware of the advertising standards and the consequences of non-compliance.
• Implement Rigorous Approval Processes: Set up stringent internal approval processes for all marketing campaigns, especially those coinciding with major sporting events.

Conclusion: A Call for Responsible Advertising

The ASA’s proactive guidance ahead of Euro 2024 serves as a critical reminder to gambling operators about the importance of responsible advertising. As the eyes of the world turn to these international sporting events, it is imperative that the gambling industry conducts itself with integrity, prioritizing the protection of minors and promoting gambling as a responsibly enjoyed activity. By adhering to these guidelines, operators can not only avoid legal repercussions but also contribute positively to the sustainable growth of the gambling sector in the UK.

Stay Informed and Prepared

For gambling operators and marketers within the industry, staying informed about regulatory changes and maintaining high standards in advertising practices is essential. Adhering to ASA guidelines not only ensures compliance but also enhances the brand’s reputation and trustworthiness among consumers. As Euro 2024 approaches, it is a pivotal time for the industry to reinforce its commitment to ethical advertising and responsible gambling practices.