The ASA and CAP also list types of content now deemed unacceptable in these ads, including animated characters, licensed characters from movies or TV and sportspeople and celebrities that are likely to be of particular appeal to children. References to youth culture are also prohibited.
Operators will also no longer be able to feature sportspeople, celebrities or other characters who are or appear to be under the age of 25 in their ads.
The standards add to existing guidance on the responsible targeting of adverts across all forms of media, including social networks and other online platforms, with operators required to take action to ensure their ads are not targeted at under-18s.
This includes using all available tools to prevent targeting their ads at under-18s on social media platforms. The standards give examples of ad targeting facilities provided directly by the platform, as well as tools that restrict under-18s’ access to marketers’ own social media content.
Operators should also ensure gambling ads do not appear on parts of a website that particular appeal to under-18s, while gambling-like games or games that feature elements of simulated gambling activity should not be used to promote real-money gambling.
“Playing at the margins of regulatory compliance is a gamble at the best of times, but for gambling advertisers it’s particularly ill-advised, especially when the welfare of children is at stake," CAP director Shahriar Coupal explained.
“Our new standards respond to the latest evidence and lessons from ASA rulings, and require that greater care is taken in the placement and content of gambling ads to ensure they are not inadvertently targeted at under 18s.”
The new advertising rules will come into effect in the UK from April 1 this year.
Source: GMB / iGaming Business