The ban will come into effect from 1 October 2022, as per UK’s Committee for Advertising Practice (CAP).
The CAP is set to implement stricter guidelines around gambling ads. The new rules will prohibit footballers, celebrities and influencers with a significant appeal among the under-18 population from appearing in gambling ads.
As per the rules, gambling and lottery ads must not “be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture". CAP hopes to lower the imagery and references in gambling ads that attract the under-18 audiences.
The new guidelines can thwart many celebrity-brand partnerships. Shahriar Coupal, director of CAP, notes the new rules will help gambling companies target adult audiences that are more in-line with their products.
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