Contents

• Advertising and marketing rules and regulations
• 1.
  General
• 2.
  Financial requirements
• 3.
  Protection of children and other vulnerable persons
• 4.
  ‘Fair and open’ provisions
• 5.
  Marketing
• 6.
  Complaints and disputes
• 7.
  Gambling licensees’ staff
• 8.
  Information requirements
• 9.
  Gaming machines in gambling premises
• 10.
  Assessing local risk
• Gambling industry code for socially responsible advertising
• Gambling and lotteries ads of strong appeal to under 18s
• Sports sponsorship and advertising
• Young people in marketing material
• Open and transparent marketing
• Responsible placement of digital adverts
• Sponsorship of British sporting clubs by gambling operators

Gambling and lotteries ads of strong appeal to under 18s

The CAP Code requires that marketing communications for gambling must not be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture, particularly if they are generally available to view by them ('freely accessible'). Read more about how the ASA views this type of content (opens in new tab).

You need to take care with the use of imagery, wording and characters used in marketing communications. Ads must not include a person or character whose example is likely to be followed by those aged under 18 years or who has a strong appeal to those aged under 18, such as sports people and celebrities.

To support your compliance with the advertising rules, CAP’s guidance, Gambling and lotteries advertising: protecting under-18s (opens in new tab), was released in April 2022.

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Sports sponsorship and advertising