A new set of rules released by the Committee for Advertising Practice (CAP) in the UK may affect some of the marketing content by sports betting brands such as Coral and Paddy Power.
The rules want to stop to stop gambling companies from running ads that have “strong appeal to children or young persons, especially by reflecting or being associated with youth culture.” As such, they want to stop these companies from using high-profile sportspeople in their advertisements.
CAP wants to stop sportspeople, reality stars and influencers “well-known to under-18s” from appearing or even being referenced in betting ads.
Paddy Power Ad Under Scrutiny
One such ad that may get nixed by CAP is one released in January by Paddy Power, featuring pro football star, Jack Wilshere. While the player isn’t currently playing Premier League football, he is well-recognized enough by under-18-year-old viewers to warrant the committee to ask Paddy Power to remove the ad.
Another example is Harry Redknapp’s appearance in a BetVictor ad. The former Tottenham Hotspur player turned reality TV star is BetVictor’s brand ambassador and he has appeared in a number of ads for the sports betting company.
UK gambling restrictions already ban anyone under the age of 25 from appearing in an ad which promotes gambling.
