This summer’s FIFA World Cup will place football firmly at the centre of public attention for several weeks, offering advertisers a huge opportunity to create timely, engaging campaigns. However, high‑profile international tournaments also raise familiar regulatory risks. With that in mind, here are some key themes that often crop up around World Cup‑themed advertising and how to stay on the right side of the Codes.
Don’t score an own goal when you reference the tournament
The Codes don’t prohibit ads from referencing major sporting events, but marketers must not mislead by implying an official association, sponsorship or endorsement when none exists. The ASA will always assess the overall impression of an ad, taking account of copy, imagery and context.
Generally, references to watching football, generic football imagery, or light‑hearted sporting puns are unlikely to be problematic in isolation. Problems tend to arise where multiple elements combine to suggest an official connection.
CAP can’t give legal advice, so advertisers should also familiarise themselves with FIFA’s position on references to the World Cup and the use of its intellectual property. If there’s any doubt, taking independent legal advice is strongly recommended.
Heads‑up for gambling operators
Football tournaments often generate spikes in gambling advertising, and so advertisers should be aware of any pitfalls and the rules in the gambling section of the Code.
Gambling advertisers should take care as to what individuals appear in ads. With football being the most popular sport in the world, and the World Cup being the biggest tournament, many of those featuring in the competition are likely to be global stars that may be popular with young people. Anyone who would be considered as having strong appeal to young people should not appear in ads.
Gambling ads should also avoid portraying betting as a solution to financial concerns or as a way to enhance social or professional success, as well as all the other rules in the gambling section of the Code.
Still play by the rules after the final whistle
Many ads link alcohol consumption with sport, for example in the context of celebrating a win. However, it’s important to bear in mind that the alcohol rules apply both to ads for alcohol and ads that feature alcohol.
Ads are likely to breach the rules if they are seen to condone excessive drinking, suggest drinking in inappropriate situations, or imply that alcohol enhances sporting or physical performance.
Make sure youth players are left on the bench
The age rules in the CAP Codes remain highly relevant during the World Cup. Ads for gambling and alcohol must not feature under‑25s, or people who appear to be under 25, in significant roles.
With squads often including very young players — some of whom are global stars despite their age — advertisers should check carefully before featuring players, lookalikes, or individuals who could reasonably be seen as current professionals.
If you’re working on a World Cup themed campaign and you’re worried about getting ‘sent off’, you can always contact our Copy Advice team for bespoke advice.
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