UK cracks down on gambling ads targeting minors with stricter ASA rules
The UK’s Advertising Standards Authority (ASA) has updated its rules to better protect minors from gambling and lottery ads. The changes follow three years of enforcement and introduce stricter tests for determining which marketing appeals to under-18s.
Key updates include a tougher standard for assessing ads and clearer guidance on social media’s role in promotions.
The ASA has replaced its old ‘particular’ appeal test with a stricter ‘strong’ appeal test. This new rule will judge whether ads are likely to attract young audiences. The shift aims to reduce the exposure of under-18s to gambling and lottery content.
Another major change involves social media influence. The ASA now uses a rule of thumb: a following of 100,000 or more under-18s suggests a personality has strong appeal to minors. However, the authority also noted that appeal can vary depending on how marketing is executed. The updated guidance also addresses sports categorisation. The ASA provided clearer distinctions between ‘adult-centric’ and ‘non-adult-centric’ sports, ensuring ads are targeted appropriately. Additionally, it expanded regulations to cover athlete endorsements and video game-related promotions, both of which can attract younger audiences. The ASA added a new context section to explain how celebrity appeal can change based on marketing settings. This helps advertisers understand when their campaigns might unintentionally reach minors.
The changes mark a significant update to the ASA’s approach after three years of monitoring. Advertisers must now follow stricter rules on social media influence, sports-related promotions, and celebrity endorsements. The goal is to limit under-18s’ exposure to gambling and lottery ads in an evolving digital landscape.
