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National Strategy to Reduce Gambling Harms

Issue consultation on changes to gambling advertising standards to prevent harm to children and vulnerable people (ASA, CAP)


November 2020

The ASA have issued a consultation on proposals to update the rules and guidance (opens in new tab) to further restrict the potential for gambling and lotteries ads to appeal to and adversely impact under-18s and vulnerable adults. The consultation responds to key findings from important recent research commissioned by GambleAware, which provides the first wide-ranging and in-depth picture of the impact of marketing and advertising in the UK, and which findings suggest that the creative content of gambling and lotteries advertising could have a more adverse impact on under-18s and vulnerable people than previously thought.

Proposals include strengthening the rules to prohibit content of gambling ads from appealing ‘strongly’ to under-18s, and the new restrictions would have significant implications for gambling advertisers looking to promote their brands using prominent sports people and celebrities, and also individuals like social media influencers. The consultation closes on 22 January 2021.

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