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RegionsSoccer Players in UK Banned from Appearing in Gambling Ads
Published: April 16, 2025
The British Committee for Advertising Practice (CAP) has revealed new regulations for online gambling ads. The changes aim to ban anything that may be appealing to minors, including soccer players. The new rules will be part of the existing CAP code from October 1.
According to previous regulations, an ad could be banned if the UK Advertising Standards Authority judged it was appealing to minors. This could also apply to young people, meaning an ad could be banned if this audience finds it popular.
In practice, real money online casinos won’t be able to hire soccer players for their ads or social media campaigns.
The rules also prohibit using references to video games popular with minors. Stars of reality shows popular with under-eighteens are also banned from starring in gambling ads.
However, the CAP won’t ban gambling ads associated with activities, such as sports or video games, that may be appealing to underage audiences.
The introduction of new rules comes after a series of consultations on how to increase the protection of minors from the harmful effect of gambling advertising. There were 27 responses, with some of them even calling for a complete ban of these ads.
One of the responses came from the Betting and Gaming Council (BGC), which outlined its efforts to reduce youth exposure to gambling ads.
The BGC launched an AdTech forum, while its members implemented a ban on gambling ads starting from five minutes before a live sporting event until five minutes after it ends.
Shahriar Coupal, CAP director, said:
The days of gambling ads featuring sports stars, video game imagery and other content of strong appeal to under-18s are numbered. By ending these practices, our new rules invite a new era for gambling ads, more particular to the adult audience they can target and more befitting of the age-restricted product they’re promoting.
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