CAP and BCAP update guidance on under-18s protection in gambling advertising
The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have updated their guidance on protecting under-18s in gambling and lotteries advertising. The updated guidance follows three years of experience applying the 'strong appeal' test introduced in 2022, which replaced the previous 'particular appeal' standard for content that might unduly attract under-18s attention. Key updates include clarification on social media following, establishing that at least 100,000 social media follower accounts registered to under-18s across platforms is indicative of strong appeal to minors. The guidance introduces a new Context section explaining how appeal varies by setting and execution, provides further clarification on distinctions between 'adult-centric' and 'non-adult-centric' sports, and includes additional detail on social media's role in the evolving marketing landscape. The changes reflect learning from rulings, stakeholder input and research review since the stricter standard was implemented.