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The tougher rules form part of the Advertising
Standards Authority's commitment to "safeguarding young people
and vulnerable audiences", the regulator said on Tuesday.
"These rules will significantly impact gambling advertisers
looking to promote their brands using prominent sports people
and celebrities as well as individuals like social media
influencers, who are of strong appeal to those under-18," the
ASA said.
Manchester United's Cristiano Ronaldo and former Chelsea manager
Jose Mourinho have appeared in gambling advertisements in the
past.
The Committee of Advertising Practice, which writes the
advertising codes that are regulated by the ASA, said adverts
must not seek to be associated with youth culture.
The new rules are set to take effect from October this year.
UK gambling companies, including the owner of Ladbrokes and
Coral brands, Entain, and 888, have raked in billions of pounds
in profits over the past few years as online betting levels
surged during coronavirus lockdowns.
In a 2021 review, Public Health England noted increasing concern
about problem gambling, concluding that harmful gambling should
be considered a public health issue. It also said the gambling
market earned 14.2 billion pounds ($18.64 billion) in 2020.
The government has been tightening the rules on gambling in
recent years, which have included a cap on the maximum stake on
terminals, stricter age and identity checks for online gambling
and more support for those who become addicted.
($1 = 0.7616 pounds)
(Reporting by Muvija M; Editing by Kate Holton and Raissa
Kasolowsky)
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