THE United Kingdom has continued to evolve the regulation of its gambling industry with a new bill set to further safeguard children from exposure to advertising.
Beginning April 1st, the nation will ban gambling companies from advertising on platforms prominently used by under-18s, including video games, social media and large swaths of websites online.
The United Kingdom’s Advertising Standard Authority will police the new standards, which are designed to prevent problem gambling.
The ASA has announced that gambling companies will be responsible for ensuring that advertisements contain no messaging or imagery that could target children.
The regulatory body set a precedent just weeks ago when it banned ads from a prominent bookmaker which featured a rainbow, leprechaun and pot of gold — all images that could potentially catch the eye of children.
The most interesting part of the new regulations is the legislation surrounding the ambassadors used to promote gambling products.
From April 1st, no person under 25 will be allowed to appear in gambling advertisements.
That is a big blow for young sporting stars, especially football, where almost every club is heavily sponsored and promoted by bookmakers and gambling companies.
While policing television and physical advertising like posters and billboards shouldn’t present too many challenges for regulators, policing the use of social media and the grey areas in the bill on the internet will be the real challenge.
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