The UK Committee of Advertising Practice (CAP) has launched a consultation on whether to grant a limited exemption to the rule which prohibits the appearance of people under the age of 25 in gambling advertisements.
The committee launched the consultation in response to concerns raised by the Remote Gambling Association (RGA) on the application of the rule to communications on marketers’ own websites.
The rule states that people under the age of 25, or those who appear to be under that age, must not play a significant role in gambling advertisements. This prevents the use of images of sportsmen and women who are or seem to be under the age of 25 to illustrate a bet offered on a sports betting website where they are the subject of the bet.
The committee said that having considered the RGA’s request, it considers that the proposal merits public consultation to help determine if a change to the Gambling section is justified.
The consultation concerns a proposed amendment to the rule which states: Individuals who are, or seem to be under 25 years old may be featured playing a significant role only in marketing communications that appear in a place where a bet can be placed directly through a transactional facility, for instance, a gambling operator’s own website. The individual may only be used to illustrate specific betting selections where that individual is the subject of the bet offered.
The public consultation will close at 5pm on Friday 8 February 2013.
In January, the UK Advertising Standards Authority banned an advertisement by Paddy Power under the same rule. The newspaper ad featured Liverpool FC player Luiz Suarez, who was under the age of twenty-five at the time. CAP’s proposed change would not extend to instances such as this, where the ad appeared in a national newspaper.