ASA Updates Gambling Ads Rules for Social Media Influencers

The UK Advertising Standards Authority (ASA) has updated its guidance on gambling advertising, introducing stricter standards for campaigns involving social media influencers. Published through CAP and BCAP, the new guidelines aim to better protect under-18s from exposure to gambling promotions.

New Thresholds for Influencer Marketing

The ASA now considers any influencer with more than 100,000 followers under 18 to have “strong appeal” to young audiences. However, the regulator emphasized that follower counts alone do not determine compliance. Even smaller accounts could face scrutiny if their content attracts minors.

Advertisers must assess each campaign on a case-by-case basis, with context as a critical factor. For example, a lower-league footballer may appear low-risk, but if their audience skews young, featuring them in gambling ads could breach the rules.

Expanded Guidance on Content and Tone

The ASA’s updated framework goes beyond audience metrics, focusing on the visuals, themes and cultural signals of advertisements. The guidance discourages content featuring youth-oriented fashion, music or behaviors, including references to teenage rebellion, online gaming and popular streaming culture.

Certain figures, such as cricket, tennis and rugby players, are considered low-risk for younger viewers. In contrast, elite footballers and esports stars are seen as having high influence among under-18s. This is the first major revision since 2022, when the ASA introduced the “strong appeal” benchmark, replacing the older “particular appeal” test.

Enforcement in Action

Recent ASA rulings illustrate how the guidelines are applied:

• Ladbrokes faced complaints over ads promoting “Ladbucks,” a free-to-play currency resembling Fortnite and Roblox in-game tokens. The ASA ruled these could appeal to minors.

• Midnite was required to remove an AI-generated video featuring footballer Trent Alexander-Arnold, as elite footballers are deemed to strongly appeal to children.

These cases highlight the evolving nature of “strong appeal,” showing how regulators are increasingly cautious about campaigns that might inadvertently target youth audiences.

Implications for Licensed Operators

All UK Gambling Commission (UKGC) license holders must now ensure strict compliance with CAP and BCAP standards. The updates require deeper due diligence when selecting influencers, content creators or athletes for campaigns.

While the ASA intends to provide clarity, judgment calls will often depend on the context and tone of each campaign. Operators face the challenge of maintaining creative, engaging marketing while avoiding content that could appeal excessively to under-18s.

As regulatory scrutiny grows, gambling brands must balance innovation with responsibility to ensure compliance and protect vulnerable audiences.