The Advertising Standards Authority’s decision to ban elements of advertising with a “strong appeal” to minors, as opposed to the previous “particular appeal,” has sparked intense reaction in the marketing-affiliate industry.
The ban primarily targets celebrity appearances in gambling ads, including top-flight footballers, social media influencers, and reality TV stars like those from Love Island.
Operators have traditionally relied on high-profile individuals to promote their products, particularly in the UK where sporting stars are heavily featured in marketing materials. The new rules require operators to reconsider their endorsement deals and may necessitate a complete overhaul of marketing strategies.
While featuring celebrities in gambling ads has been an effective way to capture attention, it has also faced criticism from those opposed to the industry. Deciding which ads are too appealing to children has always been challenging, regardless of the standard used.
Operators must now question the overreliance on celebrities and whether it is truly worth it from an acquisition perspective. This trend is particularly evident in the US, where operators scramble to align with Hollywood stars and sports league icons.
Concerns extend beyond child appeal, as ads featuring non-influential celebrities also face exploitation allegations. The ethical implications of such ads can result in negative attention and damage the industry’s reputation.
With the constant evolution of the industry, relying on popular public figures for ads may no longer be worthwhile. The unreliability factor is another consideration, as new scandals can quickly tarnish an ambassador’s image and render advertising campaigns ineffective.
Overall, the use of celebrity ambassadors is seen as lazy marketing, and operators should explore more creative ways to promote their products. Operators should anticipate further changes in the gambling industry and strive for innovative marketing strategies.
While the newest restrictions have faced criticism for not being sufficiently specific in their wording, industry insiders have eventually voiced support for the ban. This highlights the potential for positive outcomes when marketing habits are challenged and creative campaigns are pursued.
