Foto: Divulgação/UEFA

The UK’s Advertising Standards Authority (ASA) has issued a warning to gambling operators, urging them to exercise caution in their advertising strategies in the run-up to Euro 2024.

The regulator highlighted the importance of avoiding inappropriately targeting content at minors and reinforced the guidelines set out in the UK Code for Non-Broadcast Advertising and Direct and Promotional Marketing, updated in 2022.

According to the Cap Code, advertisements related to gambling must be especially careful not to feature people under the age of 25, including football players, except on betting platforms.

Furthermore, the use of public figures, such as football players, or other celebrities with great appeal among under-18s, is prohibited. These measures aim to protect young people from negative influences.

ASA’s warning and opportunities at Euro 2024

The ASA also warned operators about the possibility of misleading the public by implying official team or player endorsement of their products. And, he highlighted that he will evaluate the general impression conveyed by the advertisements.

Furthermore, the entity advised operators to avoid stereotypes based on race, culture or national identity, and to refrain from using images of violence, such as Zinedine Zidane’s infamous headbutt on Marco Materazzi in the 2006 World Cup final.

With Euro 2024 set to start on June 14th, a substantial increase in betting activity is expected, followed by the Paris 2024 Olympic Games starting on July 26th.

These large-scale sporting events represent not only an opportunity for operators, but also an additional responsibility in terms of responsible advertising.

Recent decisions by the ASA in relation to complaints about betting advertisements highlight the importance of compliance with advertising regulations.

While rejecting complaints related to a BetMGM ad featuring Chris Rock and ruling against a LeoVegas ad featuring Adebayo Akinfenwa, the ASA emphasizes the need for ethical campaigns that do not violate consumer protection guidelines, especially young people.

Ultimately, following ASA guidance and taking a responsible approach can create a safer and more transparent environment during major sporting events like Euro 2024.