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

Young people in marketing material

For the purposes of these rules, children are those who are 15 and under, and young persons are people of 16 or 17.

As a general rule, marketing communications for gambling must not include a child or a young person. No one who is, or seems to be, under 25 years old may be featured gambling or playing a significant role.

Individuals who are, or seem to be under 25 years old (18-24 years old) may be featured playing a significant role only in marketing communications that appear in a place where a bet can be placed directly through a transactional facility; for instance, a gambling operator’s premises or own website.

In all other instances, including social media, under 25s must not feature.

CAP has published the outcome of a consultation on a proposal to amend the Gambling section of the CAP Code. CAP Gambling Consultation Regulatory Statement: Betting websites featuring individuals under the age of 25 (opens in new tab).

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Open and transparent marketing