The ASA has its say on what is unacceptable in influencer marketing
Summary
The UK Advertising Standards Authority (ASA), via CAP and BCAP, has published updated guidance aimed at protecting under-18s from gambling advertising. The guidance signals that an influencer with more than 100,000 follower accounts registered to under-18s across platforms is “indicative of strong appeal” to young people, but the threshold is not absolute.
Regulators stress a case-by-case approach: personalities can be deemed to have strong appeal even if they fall below the 100,000 threshold, or may be found not to have strong appeal despite exceeding it, depending on context and other factors. The update clarifies problematic content themes (youth clothing, music popular with under-18s, rebellious youth culture) and gives examples of lower-risk personalities (some cricket, tennis and rugby stars) versus high-risk ones (elite footballers). It follows recent ASA rulings on Ladbrokes’ “Ladbucks” and an AI-generated Midnite post featuring Trent Alexander-Arnold.
Key Points
- CAP/BCAP guidance flags >100,000 under-18 registered followers across platforms as indicative of “strong appeal” to minors.
- The 100,000 figure is a guide, not an absolute rule — the ASA will assess appeal on a case-by-case basis.
- Context matters: content themes (youth fashions, certain music, rebellious youth tropes) increase risk of appealing to under-18s.
- Some sports figures (cricket, tennis, rugby) are generally lower risk; elite footballers are likely to strongly appeal to young people.
- The update follows research, stakeholder input and recent rulings, including actions against Ladbrokes and Midnite.
- UK licence-holders must follow CAP/BCAP rules as part of their UK Gambling Commission obligations.
Context and relevance
This guidance tightens the practical test for gambling advertisers and affiliates who work with influencers. It moves the focus from simple follower counts to a nuanced assessment of who an influencer actually appeals to and what content is used. For operators, affiliates and marketing teams the update raises compliance stakes: influencer selections, creative assets and platform mixes all need closer scrutiny to avoid ASA rulings and potential reputational or regulatory consequences.
Why should I read this?
Short version: if you work in gambling marketing, affiliate ops or influencer partnerships, this is the new reality — it’s not just about follower numbers any more. Read this so you don’t pick an influencer who looks safe on paper but trips the ASA once context and content are considered. Saves you fines, fuss and bad headlines.
Author style
Punchy: the guidance matters — it forces marketers to think harder about appeal, not just reach. If you handle influencer campaigns, this is essential detail, not optional bedtime reading.
