The decision has just fallen! Whether it is sport stars or reality TV personalities or social media, the companies in Paris and Games will no longer have the opportunity to make celebrities both adored in their advertising spots and, in particular , younger people ... pubs on gambling And chance with celebrities, it's over!
When online game is a national discipline ...
First of all, this sentence is not the result of chance. In this case, online bets are a real passion (Not to say addiction) in the United Kingdom, where any subject or any discipline can be the subject of a bet. This "national discipline" has however become problematic, in particular vis-à-vis young people.
Indeed, if most games of chance are prohibited at under 18, a public health problem has also been raised for "older". 430,000 adult players are considered to be problematic players, a particularly aggravated figure with the health situation. In addition, the CAP (Commission of Advertising Practices) questioned in 2020 on the impact of advertising on gambling as Sports betting For young people, but also for children and adults deemed vulnerable.
All of this led to set up a number of measures to improve the situation. TV warning spots, prohibition to use a credit card to play, Paris limit ... are all actions undertaken for this purpose, but not only ...
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Objective: to protect young people and vulnerable players
Stars of international sport and icons of reality TV and social media will no longer be able to honor their presence in certain advertisements hitherto much appreciated. From Ronaldo to Neymar, via Chris Hugues or Harry Redknapp, it was so far a good tone to include personalities in an advertising strategy on games of money and chance to attract people.
This strategy has proven to be effective, so much so that it has attracted many people and, in particular, children and the youngest, identifying their idols fully. This is why the United Kingdom, represented by ASA (Advertising Standards Authority) and CAP, decided to reduce the scope of different games of chance on this population.
« More high -level footballers or other high -level sportsmen promoting the latest dimensions (…) No more influencers in social networks, TV stars or other popular celebrities with children (…) and more advertisements on Games of money presenting video game images or a gameplay familiar to the lives of many children »
A vocation to strengthen the policy of protection of players, to focus on an adult audience, this prohibition measure is very clear: games and betting companies will no longer have the right to showcase celebrities in their advertisements . According to the new rules, all advertising " likely to be very attractive for children or young people "Will be prohibited, and this" whatever it can be seen by adults ».
Applicable from 1is October 2024, this decision concerns all the media broadcast (TV, radio, cinema) and not broadcast (Internet, newspapers, display).
A radical decision just before the 2024 World Cup
If the objective of this amendment is to protect minors and populations deemed vulnerable, the effects of this decision will be felt very quickly for the societies of Games of chance and betting. Applicable from the beginning of October, this new rule will even seriously impact the World Cup which will start in November 2024 in Qatar. This change, although radical, will not, however, concern the media where those under 18 can be excluded.
The sentence having fallen for the United Kingdom, it remains to wonder what it is for USA where addictive behaviors with regard to the game increase significantly. 70 % of players are under 34, concentrated mainly in online sports betting and, more particularly on football. So, it remains to be seen whether the stirring created in the United Kingdom will remain local or will win USA ...
