ASA’s CAP and BCAP Introduce Guidance Updates to Protect Minors
Summary
The UK Advertising Standards Authority (ASA) says its Committee of Advertising Practice (CAP) and Broadcast Committee of Advertising Practice (BCAP) have updated guidance to better shield under-18s from the effects of gambling and lottery advertising. The rules, originally tightened in 2022 by replacing a test of “particular” appeal with a stricter “strong” appeal test, have now been clarified further after rulings, stakeholder feedback and new research.
The updates add clearer direction on when a personality or sport is likely to attract young people, introduce a new context section explaining how setting and execution affect appeal, refine the distinction between “adult-centric” and “non-adult-centric” sports, and give more detail on social media’s role in marketing to minors.
Key Points
- The ASA has clarified and expanded CAP and BCAP guidance to strengthen protections for under-18s against gambling and lottery advertising.
- The 2022 shift from a “particular” to a “strong” appeal test remains central — ads now assessed on whether they would “unduly attract the attention of under-18s.”
- New guidance includes a social media-following rule of thumb: 100,000+ under-18 followers suggests a personality may have strong appeal to minors (but it is not a strict threshold).
- A new context section explains that celebrities’ appeal depends on setting and execution of marketing materials, not just raw follower counts.
- The ASA has tightened guidance on what counts as “adult-centric” vs “non-adult-centric” sports, affecting sponsorships and athlete-led promotions.
- Marketers are warned to be cautious when UK-specific follower or audience data is unavailable — UK relevance matters for compliance.
Why should I read this?
Short answer: if you make, place or approve gambling ads — or hire influencers/sports stars — this changes the rulebook. The ASA’s clarifications make it easier for regulators to flag content that might grab kids’ attention, so you’ll want to check campaigns, sponsorships and influencer deals now before they become a headache.
Context and relevance
These updates arrive amid growing scrutiny of gambling marketing, particularly across social media and sport. Regulators are moving from vague tests to more practical guidance that reflects modern channels — influencer followings, platform contexts and youth-facing gaming parallels. For operators, advertisers and compliance teams the immediate implications are clear: review creative, vet talent by audience composition (not just total followers), tighten geotargeting and documentation, and update internal sign-off processes to reflect the new guidance.