In advance of Euro 2024, the Advertising Standards Authority has issued a warning to operators not to target minors in their advertising.
Euro 2024 begins on the 14th of June. Sports betting is expected to increase during this tournament. The ASA reiterated its guidelines to operators ahead of Euro 2024 on the advertising that will not be allowed.
The ASA emphasized the UK Code of Non Broadcast Advertising, Direct & Promotional marketing (CAP Code). According to the CAP Code, gambling operators are not allowed to feature anyone under 25 years old in advertising. This includes football players. There is one exception: websites that allow bets to be made directly.
The ASA has also stated that advertisements must not feature any players who are deemed to be appealing to children under 18 years of age.
ASA reaffirmss
The ASA warned operators not to mislead the public by implying that players or teams have given their approval. The ASA also stated that the overall impression would be considered.
The ASA also warned against stereotyping based on race, nationality, or culture. The ASA also considered context to be taken into account.
The ASA has also stated that violent acts should not be included by operators, citing the headbutt of Frenchman Zinedine Zidane on Italian Marco Materazzi during the 2006 World Cup Final.
Summer is a great time for operators
This summer, the sporting calendar includes Euro 2024 as well as another quadrennial competition with the Olympic Games, which will be held in Paris. There are also annual events like Wimbledon.
Pontus Lindwall is the chief executive officer of Betsson and says that Euros are not only beneficial for sports betting but will also be used in other products.
Lindwall said: “We anticipate a spike in all verticals, because activity is on the rise. There are more people coming to us, and even though sports betting is the main focus, this spills over into other products.
You can also say, “I believe that during these tournaments our industry is in the spotlight.” It’s nice to get great press coverage.
A potential boost to the stagnant UK sports betting industry
Online casinos contributed a large portion of the UK’s Gross Gaming Revenue (GGR), which grew by nearly 10% between 2023 and 2019.
In 2023, some of the UK’s biggest operators will have posted years with lower profits. Bet365, for example, announced that its operating profits dropped 88%.
When 888/William Hill announced its earnings for Christmas and the World Cup at the start of 2023, it excluded any like-forlike comparisons. The operators will hope for better results this time.
White paper released last April has left the market in a state of uncertainty. The introduction of affordability tests is one measure that was highly controversial.
David Brown has worked in the UK betting industry since 1976 and holds a negative view of the UK’s sports betting market.
Brown said to iGB that he has been working in the UK betting industry for the past 47 years. “This is my most pessimistic assessment of the UK market’s health.”
