ASA Under Fire over Failure to Act on Gambling Content Marketing
Summary
The Advertising Standards Authority (ASA) is facing fresh criticism from Peers for Gambling Reform (PGR) for its slow and inconsistent response to gambling ‘content marketing’ on social media. PGR, which includes more than 150 members of the House of Lords, says operators are using memes, jokes and viral clips to promote gambling brands to broad audiences — content that often reaches young people and can skirt traditional advertising rules.
Research from the University of Bristol shows content marketing appeals to under-18s about four times more than it does to adults. A snapshot last year suggested the ten largest operators generated over 20 million views via such content. PGR argues the ASA repeatedly delayed enforcement and only revised its stance in 2022 after previously claiming overseas-registered posts were outside its remit.
PGR wants all gambling-related social posts clearly labelled as ‘Advertising’ and calls for ministers to consider a full ban on content marketing. The ASA insists child protection is central to its work and notes that the CAP Code has been expanded to cover more online content, giving the regulator greater scope — but critics say this change is overdue.
Key Points
- PGR has accused the ASA of repeatedly delaying action on gambling content marketing and of inconsistent enforcement.
- Operators increasingly use shareable memes, jokes and viral clips to promote gambling brands, often visible to young people.
- University of Bristol research finds content marketing appeals to under-18s four times more than adults.
- A snapshot showed the ten largest operators generated over 20 million views through content marketing last year.
- PGR proposes mandatory ‘Advertising’ labelling on gambling social posts and urges ministers to consider a complete ban on content marketing.
- The ASA says it has extended the CAP Code to cover more online content and stresses child protection is a core concern; campaigners argue the update came too late.
Why should I read this?
Because if you care about how gambling is promoted where kids hang out, this is a big deal. The ASA’s slow moves and the rise of viral content mean betting brands can reach youngsters without looking like ads — and PGR says that needs fixing fast. We’ve sifted the jargon and highlighted what matters so you can see why ministers and regulators are being pushed to act now.