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ASA Improves Existing Framework for Under-18s Gambling Advertising

Charles Perrin

Legal Betting Writer

Publish Date: 16/10/2025

Fact checked by: Jordan Noble

Key Points

ASA is streamlining guidelines over Under-18s gambling advertising
Social media influencers considered for assessing risk levels
‘Strong appeal’ test designed to provide greater clarity

kid on phone on couch

The Advertising Standards Agency (ASA) has adopted a more stringent approach to gambling advertising to protect Under-18s by introducing an enhanced checklist of criteria that must be fulfilled. Yes, the new framework builds on the 2022 version, which was taken in consultation with the public, and this factors in stakeholder input and recent research carried out.

This all-encompassing policy will impact both the UK watchdog’s Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP). However, the new rules are designed to provide greater clarity over what is deemed appropriate.

Marketing methods will be closely monitored, and companies have now been given a clearer understanding about the impact of harmful advertising among younger audiences. This will apply to both broadcast and non-broadcast techniques.

Implementing risk scenarios

A key development in the updated rules has been the creation of risk scenarios for advertising to the Under-18s. This is reflected by a detailed high-to-low risk level graph assessing advertising consumption in the aforementioned age group.

The ASA summarised that marketers must carefully consider the casting of persons for gambling advertising. A high risk level is categorised as anyone with a significant Under-18 following on social media or UK footballers who play for top-flight clubs.

Medium risk was denoted as retired footballers who have moved into punditry or commentary levels, or lower profile eSports players. Whereas, those that fell into the low risk level were footballers at lower league clubs or sportspeople in adult-oriented sports where there was no evidence of significant viewership amongst Under-18s.

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Figuring out content with a strong appeal

In establishing its new streamlined rules, the strong appeal criteria remains crucial. The ASA has revealed through qualitative analysis advertising what constitutes strong appeal for Under-18.

The code now reads: “One rule of thumb is that at least a total of 100,000 social media follower accounts registered to people under-18, across social media platforms, is indicative of strong appeal.

“Marketers should consider this rule of thumb when considering whether a given personality is likely to be of strong appeal to under-18s. Advertisers should be thorough when determining a person’s social media following, and should include analysis of all major platforms on which the person has a following.”

Gambling trends creeping in

The push towards greater enforcement for gambling advertising comes against the backdrop of new trends creeping in among younger bettors. Research carried out by the Gambling Commission indicated that just over a quarter (27%) of 11 to 17-year-olds had spent their own money on any gambling activity in 2024.

More significantly, over half of young people in the past year had heard or been exposed to gambling advertising via online or offline platforms. Perhaps what was more worrying was that the research claimed over 80% spent their own money gambling in the last 12 months as they regarded it as a fun thing to do.

The road ahead

There are some exemptions to the rules surrounding Under-18s gambling advertising. This revolves around marketers that exclude Under-18s from advertising by sending e-mails or SMS communications to those who are validated as 18 or older.

In order to comply, advertisers will need to exercise caution wherever possible. The advertising landscape is continually changing with rapid developments in technology, but marketers must be more mindful to stay within the ASA boundaries.