UK advertising watchdog launches first probe into gambling memes targeting teens
By Miranda Raaff
The UK’s Advertising Standards Authority (ASA) has launched its first investigation into gambling memes, following concerns that they may appeal to teens and children. This is according to an exclusive report by inews.co.uk.
Memes shared on social media by online casinos UK have come under scrutiny after complaints from members of the House of Lords. It has accused the ASA of losing control over this new form of marketing.
Top-rated UK online casinos are increasingly using memes on their social media business channels – like humorous images, videos, or comments. This is to boost brand awareness, a strategy known as “content marketing.”
Unlike traditional adverts offering free bets or promotions, these posts are uniquely designed to engage users in a more indirect way.
The impact of gambling memes on minors in the UK
Research by the University of Bristol, led by Raffaello Rossi and Agnes Nairn, found that this new type of content is four times more appealing to those under 18.
Among the university’s call for action was to “clarify and tighten regulations for content marketing” and “ban esports gambling advertising” as they target children.
Critics argue that social media memes and posts lure young people into following gambling accounts, exposing them to more direct advertising later. The report said that UK online casinos deny targeting younger audiences, making academics and campaigners concerned.
Lord Foster of Bath, a Liberal Democrat peer and chair of Peers for Gambling Reform, raised the issue with the ASA, accusing them of failing to act on a clear rule breaches.
ASA probing potential breaches by online casinos UK
The ASA has confirmed that it is investigating several complaints about these meme-based adverts. While some posts are considered editorial content, others may violate advertising rules, and the watchdog is assessing potential breaches.
The ongoing investigation comes as ministers continue reviewing gambling policies, including content marketing, as part of a future update on how the Labour Government will tackle the industry.
The focus is on reducing gambling-related harm and protecting vulnerable groups, including minors.
As the investigation unfolds, concerns grow about the impact of these adverts on young audiences, with campaigners calling for stronger regulation to prevent online casinos UK from exploiting social media’s viral appeal.
But the complexities of advertising regulations add to the challenge. The ASA governs both paid and non-paid advertising aimed at UK audiences, but its reach is limited when the content originates from companies based outside the UK.
Background of Advertising Standards Authority
The ASA is the independent advertising regulator in the UK. Its primary function is to ensure that adverts across all media including radio, print, TV, and online, are honest and legal. It enforces the UK Advertising Codes – which are written by the Committees of Advertising Practice (CAP) – and investigates complaints from the public and businesses.
The ASA proactively monitors adverts and has the power to take action against misleading, harmful, or offensive content, including non-compliance by online casinos UK and other corporations.
This regulator’s mission is aimed at protecting consumers, particularly vulnerable groups like children and teenagers.
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