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Gambling ads of particular appeal to under 18s

The CAP Code requires that marketing communications for gambling must not be of particular 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').

Therefore, you need to take care with the imagery and wording used in ads for gambling products or games. Read more about how the ASA views this type of content (opens in a new tab).

Following on from the joint letter to remote operators and CAP’s Webinar (opens in a new tab), a series of QA’s (opens in a new tab) have been published which provide further clarity and advice on how to ensure that your ads do not have particular appeal to under 18s.

To support your compliance with the advertising rules, CAP’s guidance, Gambling advertising: protect children and young people (opens in a new tab), was released in February 2019.

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Gambling industry code for socially responsible advertising
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