The UKGC (United Kingdom Gambling Comission) are working together in conjunction with other betting-related organizations in order to stop any ads that may be focusing on people under 18.
According to a letter drafted by the UKGC, the following organizations must take steps to immediately remove all ads that fall in this category.
- Advertising Standards Authority
- Committee of Advertising Practice
- Remote Gambling Association, .
The letter also includes all operators' ads that can be viewed in sites that may address people aged 17 or younger.
An advert can be considered to have “particular appeal to children or young persons” if it is possible to attract some of them. For example the recent controversy in which some cartoons and comics heroes have become the means to attract children to play with real money, as brought to light by the Synday News .
The letter added: “Gambling operators are required by the UK Advertising Codes and the conditions of their Gambling Commission licence to advertise responsibly with particular regard to the protection of under-18s and others who are vulnerable to being harmed or exploited by gambling advertising. We appreciate that there may be difficult and nuanced decisions to be made, particularly in cases where imagery and characters, which might have appeal to both children and adults is used. If gambling operators cannot or will not bring their advertising into line with the Code, the CAP Compliance team has various sanctions available to it and will consider applying these if we continue to see gambling ads that have particular appeal to under-18s.”