Key Moments:
- CAP and BCAP have revised their guidance to bolster protections for under-18s in gambling and lottery advertising.
- The 2022 update tightened the appeal standard from “particular” to “strong,” bringing more content under stricter regulatory controls.
- The latest guidance clarifies issues around social media followers, contexts of appeal, and distinctions in sports content.
Guidance Evolves Following Practice and Stakeholder Feedback
The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have released updates to their guidance aimed at shielding under-18s from potentially harmful exposure to gambling and lotteries advertising. This revision follows three years of rulings, stakeholder feedback, and fresh research since the adoption of a more rigorous “strong” appeal standard in 2022.
📣 UK regulators are tightening the reins on #gambling advertising introducing stricter rules to protect under-18s from exposure to betting promotions.#Gambling #CasinoNews #iGaming #Advertising #ResponsibleGaming #Regulation #Policy #Compliance #Marketing pic.twitter.com/mkovNUVhze
— Times Of Casino (@Times_of_Casino) October 16, 2025
Key Areas of the Updated Guidance
The updated document introduces several clarifications and enhancements reflecting the latest insights:
- Social Media Following: The guidance introduces a “rule of thumb” that considers a combined total of at least 100,000 social media follower accounts registered to under-18s as a marker of strong appeal. The ASA may still classify personalities differently based on other factors and lack of UK-specific data requires increased caution from marketers.
- Context Section: A new section addresses how the appeal of advertising varies with different contexts and execution methods.
- Adult-Centric vs. Non-Adult-Centric Sports: The document elaborates on the criteria distinguishing these types of sports, clarifying their relevance in advertising targeting.
- Role of Social Media: Refined details have been included to reflect ongoing changes in digital marketing approaches.
Summary Table of Major Updates
| Area of Update | Description |
|---|---|
| Social Media Follower Threshold | Advises at least 100,000 under-18 accounts as indicative of strong appeal, with flexibility for other factors. |
| Context Section | Outlines how different settings and executions can alter youth appeal. |
| Sports Content Clarification | Details distinctions between “adult-centric” and “non-adult-centric” sports for marketing purposes. |
| Social Media Guidance | Updates reflect the evolving role of social platforms in marketing. |
Implications for Marketing and Compliance
The updated guidance provides a more precise framework for marketers and advertisers operating in the gambling and lottery sectors, highlighting the importance of regularly assessing both digital influence and contextual relevance when targeting audiences. With stricter criteria and clarified expectations, companies are encouraged to ensure all promotional materials align with these enhanced standards to effectively minimize exposure among under-18s.
- Author
Daniel Williams
