This updated CAP and BCAP guidance on protecting under-18s in gambling and lotteries advertising replaces the 2022 version. It reflects learnings from ASA rulings, stakeholder input and recent research.
The updates include new text on the role of social media in determining “strong appeal”, clarification around “adult-centric” and “non-adult-centric” sports, and a new “Context” section explaining how appeal can vary depending on setting and execution.
The guidance helps marketers comply with the CAP and BCAP rules on gambling advertising content. It also sets out what businesses and gambling advertisers need to consider to reduce the likelihood that their ads will be of "strong appeal" to under-18s.