General
CAP 16.1
Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited.
CAP 16.2
In line with rule 1.2, the spirit as well as the letter of the rules in this section apply whether or not a gambling product is shown or referred to.
CAP 16.3
Marketing communications must not:
CAP 16.3.1
portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm
CAP 16.3.2
exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons
CAP 16.3.3
suggest that gambling can provide an escape from personal, professional or educational problems such as loneliness or depression
CAP 16.3.4
suggest that gambling can be a solution to financial concerns, an alternative to employment or a way to achieve financial security
CAP 16.3.5
portray gambling as indispensable or as taking priority in life; for example, over family, friends or professional or educational commitments
CAP 16.3.6
suggest that gambling can enhance personal qualities, for example, that it can improve self-image or self-esteem, or is a way to gain control, superiority, recognition or admiration
CAP 16.3.7
suggest peer pressure to gamble nor disparage abstention
CAP 16.3.8
link gambling to seduction, sexual success or enhanced attractiveness
CAP 16.3.9
portray gambling in a context of toughness or link it to resilience or recklessness
CAP 16.3.10
suggest gambling is a rite of passage
CAP 16.3.11
suggest that solitary gambling is preferable to social gambling
CAP 16.3.12
be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture.
They must not include a person or character whose example is likely to be followed by those aged under 18 years or who has a strong appeal to those aged under 18.
Where appropriate steps have been taken to limit the potential for an advertisement to appeal strongly to under-18s, this rule does not prevent the advertising of gambling products associated with activities that are themselves of strong appeal to under-18s (for instance, certain sports or playing video games).
CAP has published guidance on the application of the rule, including for advertising of gambling products associated with activities that are themselves of strong appeal to under-18s.
CAP 16.3.13
be directed at those aged below 18 years (or 16 years for football pools, equal-chance gaming [under a prize gaming permit or at a licensed family entertainment centre], prize gaming [at a non-licensed family entertainment centre or at a travelling fair] or Category D gaming machines) through the selection of media or context in which they appear
CAP 16.3.14
include a child or a young person. No-one who is, or seems to be, under 25 years old may be featured gambling or playing a significant role. No-one may behave in an adolescent, juvenile or loutish way.
Individuals who are, or seem to be under 25 years old (18-24 years old) may be featured playing a significant role only in marketing communications that appear in a place where a bet can be placed directly through a transactional facility, for instance, a gambling operator's own website. The individual may only be used to illustrate specific betting selections where that individual is the subject of the bet offered. The image or other depiction used must show them in the context of the bet and not in a gambling context.
CAP 16.3.15
exploit cultural beliefs or traditions about gambling or luck
CAP 16.3.16
condone or encourage criminal or anti-social behaviour
CAP 16.3.17
condone or feature gambling in a working environment. An exception exists for licensed gambling premises.
CAP 16.4
Marketing communications for family entertainment centres, travelling fairs, horse racecourses and dog race tracks, and for non-gambling leisure facilities that incidentally refer to separate gambling facilities, for example, as part of a list of facilities on a cruise ship, may include children or young persons provided they are accompanied by an adult and are socialising responsibly in areas that the Gambling Act 2005 (as amended) does not restrict by age.
CAP 16.5
Marketing communications for events or facilities that can be accessed only by entering gambling premises must make that condition clear.