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UK gambling advertising is amended by CAP Code

The Committee of Advertising Practice (CAP), the sister organisation of the UK Advertising Standards Authority (ASA), has amended the gambling section of its CAP Code following a public consultation to include an extended section for gambling websites.

The new regulations will amend an existing rule that prohibits individuals who are or appear to be under the age of 25 from appearing in marketing communications for gambling products to create a narrow and targeted exemption for betting websites.

The decision comes after concern was expressed over CAP’s online remit extension and its application to gambling websites.

CAP made the move to consult publically to ensure any changes would not harm children or undermine the protections offered by the CAP Code.

In a statement on its website, CAP said it is “satisfied that a narrow exemption to restore the status quo prior to CAP’s online remit extension is justified”.

Before March 2011, UK betting websites were regulated by the regulatory board for most of the gambling in Great Britain, the Gambling Commission.

It permitted marketers to use individuals aged under 25 when they were the subject of a bet being offered – such as a footballer to score first in a game. However, this was only allowed if the depiction showed a player in the context of the bet being offered, and not in any way that might promote the operator or gambling more generally.

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