Gambling advertisements in Britain will be banned from using a celebrity who has a strong appeal to those aged under 18, an official committee said , in a bid to protect children in one of the world’s largest gambling markets.

“Marketing communications/advertisements for lotteries must not … be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture,” said the Committee of Advertising Practice, which writes advertising codes which are then regulated by the Advertising Standards Authority (ASA).

Topflight footballers and footballers with a considerable following among under-18 on social media,all sportspeople well-known to under-18s,references to video game content and gameplay popular with under-18s and stars from reality shows popular with under-18s, such as Love Island will all be banned.

Advertisers have until 1 October 2022, when the rules will come into effect.

Shahriar Coupal, Director of CAP, has said:

“The days of gambling ads featuring sports stars, video game imagery and other content of strong appeal to under-18s are numbered. By ending these practices, our new rules invite a new era for gambling ads, more particular to the adult audience they can target and more befitting of the age-restricted product they’re promoting.”

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