Ad campaigns for gambling products are under the ASA's microscope.  While there are no real updates here, CAP has issued some basic, up-to-date guidance on the main lookouts as they see them.

When the chips are down, CAP suggests advertisers should keep the following in mind:

1. Remember that gambling ads must not portray, condone or encourage behaviour that could lead to financial, social, or emotional harm.emphasising the buzz one might get from gambling.

  This includes encouraging gamblers to chase their losses, implying that anyone can excel in poker without previous experience, and irresponsibly over-

2. Don't exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of young or vulnerable people.

  This includes presenting any kind of gambling service as an investment opportunity.

3. Don't suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security.

  This includes focusing on people who claim to have given up their day job to rely on income derived from a gambling system, or who fund a lavish lifestyle through their gambling activities.

4. Avoid showing gambling taking priority in life. 

For example, gambling should not take priority over family, friends or professional or educational commitments. It seems fine to show people who are just bored at work who then gamble when they get home after a long day, and even those who are reminded of gambling while they go about their everyday life (provided it's done carefully and they are not completely preoccupied with gambling and aren't distracted from their everyday tasks).

5. Don't direct ads at those aged under 18 years old (or 16 for certain limited types of gambling such as football pools), either through the selection of media or context in which they appear. 

Avoid making the content of the ad appealing to under 18s. In particular, don't use characters and celebrities likely to appeal to under 18s, and don't feature anyone who is or looks to be under 25 years old in a significant role in the ad or actually gambling). This includes sports stars who are under 25. The ASA interprets 'significant role' very broadly, so take advice before featuring anyone who is or appears to be under 25 in a gambling ad.  Also, the rules state that you must avoid reflecting or being associated with "youth culture".  

Rules and examples

Examples: CAP's guidance includes some relevant rulings relating to each of the above areas.

You can find the rest of the relevant rules which apply to UK gambling ads here: