ASA to Investigate Increased Use of Gambling Memes in the UK
The Advertising Standards Authority (ASA), the United Kingdom’s (UK) media regulator, has announced it will launch an investigation into the use of memes by gambling operators as a way of promoting their business.
ASA launches investigation into the use of promotion memes by gambling firms
LISTEN TO THIS ARTICLE:There has been a significant increase in the use of memes by betting companies to promote their business. The funny clips used to promote their products and offers can be the type of ads that appeal to children.
Gambling reform organizations feel the humorous nature of memes means they can often appeal to or be targeted towards underage children and draw them into the gaming market. Additionally, the sharing of memes among young adults could lead to a wide number of vulnerable individuals being exposed to gambling-themed content.
Members of the House of Lords and Gambling Reform are included in a variety of organizations specializing in gambling harm that have raised this issue with the ASA
We’ve long been clear that content marketing, where its content is connected to the sale or transfer of goods and services directed at a UK audience, is subject to the Advertising Code. Central to our dedicated rules for and our regulation of gambling ads is the protection of children and young people from harm or exploitation.
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ASA to Set Up Investigation
Research into the use of memes as a platform for advertising by gambling companies has found that this type of advertising is four times more likely to appeal to children than to adults.
The possible effects on under-18s highlighted by research and concerned gaming organizations have prompted the advertising regulator to take a detailed look at the use of this style of advertising by gambling operators.
Gaming operators such as Paddy Power say they use humor as a way to engage with their customers and promote their services and let customers know of promotions available and other events. The gaming companies deny trying to use memes to advertise to those under 18 and follow the correct compliance set out in UK advertising regulations
Recently the ASA warned Happy Tiger Bingo after featuring a youthful character in one of its adverts.
We take our obligations under advertising regulations incredibly seriously. For several years we have been at the forefront of driving higher industry standards on social media – such as working with major platforms on age-gating controls – and continue to do so. We do not and never intend to market to children.
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