The Advertising Standards Authority (ASA) has raised questions about whether their rules apply to social media “content marketing” from gambling operators. This type of marketing aims to stimulate interest in products or services without explicit promotion of a brand. The ASA faces challenges in regulating this area as they have authority over advertising but not editorial content.
Gambling social media accounts often include editorial-style content, such as commentary on events or humorous takes on sporting news. This type of content, known as “content marketing,” does not contain direct product references or links to gambling websites. While the majority of content marketing aims to sell a product or service and falls within the ASA’s jurisdiction, there is potential for some social media content to be outside their enforcement remit if it is not directly connected with the gambling product.
The ASA emphasizes that the rules for gambling ads still apply to content within their jurisdiction. These rules prohibit directing ads to under-18s, featuring individuals under 25 in significant roles, promoting irresponsible play, and creating content that strongly appeals to children or young people. The ASA will continue to consider complaints about social media ads on a case-by-case basis. In instances where complaints are deemed outside their remit, they will refer them to the Gambling Commission.
