Euro 2025 kicks off in Switzerland with the Lionesses looking to retain their crown. Marketers will be hoping to get an early lead with their advertising, so avoid finishing bottom of the group with these top tips.
When ads about the beautiful game make the wrong headlines.
Controversy, glory, and misery have created many memorable ads, but marketers need to make sure they avoid seeing red if they are feeling inspired by controversy. Offensive stereotypes are still seen in ads and marketers should carefully reflect on ads that may portray racial, cultural or national stereotypes. We don’t want to be killjoys because we love a great ad but “it’s just banter” is not an excuse to cross the line.
Don’t gamble on your ads being clear of the goalkeeper.
Marketers shouldn’t go all in on their bets without doing their homework first. The CAP Code prohibits anyone under the age of 25 from appearing in most gambling ads, even footballers. Whilst there is an exception for websites where bets can be placed directly, ensure your ads don’t go over the bar by considering the advice available. Make sure you hit the jackpot to by making sure any personalities that star in the line-up for your ad don’t have strong appeal to U-18’s too.
In charge of the mid-match pint and a pie? Check here first!
Like gambling, there are a number of rules that apply to alcohol advertising - in particular, they cannot be directed at or reflect the culture of under-18s, nor can under-25s be shown playing a significant role. Other potential reasons to substitute an ad include enhancing confidence or mental or physical capabilities, or endorsing excessive consumption.
If you’re promoting an alcoholic drink with nutritional claims, be extra careful too as there are only a select few nutrition claims permitted for alcoholic drinks. Check out your local Sunday League games to see what a hangover does for performance!
No one wins when the headlines aren’t about the football.
Ads must avoid showing behaviour that condones or encourages violence or anti-social behaviour. We take ads that depict violence seriously; making light of a season-ending injury from a double-footed tackle may be met with a red card from us, too. Other ads that may incur more than a points reduction include ads that depict vandalism, objectification or other anti-social behaviour. Ads for the Women’s Euro’s that perpetuate harmful gender stereotypes are absolutely not acceptable either.
In association with?
Intellectual property in football is big business. Marketers will naturally want their brands to be to associated with the likes of the National Teams and UEFA. Whilst there’s nothing wrong with this, falsely implying official endorsement is a likely breach of the Advertising Codes. The ASA take into account the overall impression provided by the copy, including text, images, icons and symbols so if you can’t walk the walk, avoid talking the talk. If you have any doubt about the use of intellectual property, please consider seeking legal advice.
Need any further guidance? Bring our Copy Advice team into your training sessions and let them help with your Women’s Euro 2025 ads. Our experts can help prevent your ads from losing 7-1 at home in a semifinal and crashing out the tournament. Game on!
More on
-
Keep up to date
Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.
