The UKs Advertising Standards Authority (ASA) has cautioned gambling companies against directing marketing campaigns towards children in anticipation of the upcoming 2024 European Championship.
Prior to the commencement of the 2024 European Championship, the ASA has restated its guidelines concerning prohibited content in advertising to guarantee that sports wagering activities in Germany do not excessively target young people when the tournament begins on June 14th.
The ASA has reemphasized the UK’s non-broadcast advertising and direct and promotional marketing code (CAP Code), which stipulates that betting operators must not showcase individuals under the age of 25, including athletes, in their advertisements, except for direct betting websites.
The ASA has also advised operators that their advertising must not feature any athletes who could be perceived as having a strong appeal to those under 18.
The ASA has also reminded operators to avoid misleading viewers by implying official endorsements from athletes and teams. The ASA has also stated that it will assess the overall impression.
Moreover, the ASA has cautioned operators against incorporating stereotypes related to ethnicity, culture, or national identity.
Once more, the ASA believes the context will be taken into account.
The ASA also highlighted that operators should avoid depicting violence, using the example of French footballer Zinedine Zidane’s head-butt on Italian Marco Materazzi during the 2006 World Cup final.
This coming summer, operators will have a significant opportunity.
In addition to the 2024 European Championship, the summer sports schedule also features another quadrennial event, the Olympics in Paris, as well as annual events such as Wimbledon.
Betsson CEO Pontus Lindwall stated that the European Championship will be beneficial for sports betting, but will also bring other advantages.
Lindwall explained: “We anticipate growth in all areas because the overall activity is increasing. We have more customers joining us, and although it’s primarily sports betting, it spreads to other products.
“I believe you could also say that our industry ultimately becomes the center of attention during these championships. We receive positive exposure in the media, which is advantageous.”
The 2024 European Championship has the potential to invigorate the sluggish UK sports betting market.
The UK’s total gaming revenue (GGR) increased by nearly 10% in 2023, but this was driven by the substantial contribution of the online casino sector.
Some of the UK’s largest operators reported declining performance in 2023. For instance, Bet365 announced an 88% decrease in operating profit.
When William Hill revealed its holiday and global sporting event earnings at the start of 2023, they didn’t compare this year’s profit to the similar event in 2018. The company hopes to perform better this time.
A document released last spring threw the market into a state of uncertainty, with the most contentious point being the suggested financial checks.
David Brown, a veteran of the UK industry since 1976, is downbeat about the future of UK sports betting.
Brown told iGB: “I’ve been in this business for almost half a century, and I’ve never been so doubtful about the condition of the UK sports betting market.”
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