From October 1 in the UK, advertisements for gambling will no longer be allowed to be “highly appealing to children or young people”.
To do this, the Advertising Practices Commission (CAP), one of the two British bodies regulating the sector, intends to ban from advertisements anything that reflects their culture or is associated with it.
A radical change "
Indeed, this new rule “prohibits any content – images, themes and characters – having a strong appeal for those under 18, regardless of how they are seen by adults”, argues the CAP in a press release on Tuesday.
This therefore includes high-level footballers, but also "all well-known sports people under the age of 18", reality TV stars, video game characters or popular influencers among this age group on social networks.
The latter will no longer have the right to lend their image to advertisers.
0.5% of English people are "problem gamblers"
In October 2020, the CAP launched a consultation on the impact of gambling advertising on children, young people and vulnerable adults, after the publication of a report which concluded that it was necessary to regulatory changes to continue to protect these populations.
Most gambling is banned in the UK for those under 18.
But about 0.5% of adults in the country are considered "problem gamblers", or about 430,000 people.
Months of confinement during the Covid-19 pandemic have only made the situation worse for many Britons cloistered at home.
In recent years, a whole series of measures have already been taken to combat this scourge, from the prohibition of using a credit card to bet, to warning messages on television, passing by the limit of bets in slot machines or raising the age to bet on the national lottery to 18 years.
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