UK advertising watchdog mulls ban on usage of children in lottery ads
Consultation changes target “disproportionate impact” of restrictions on smaller lotteries
The Committee of Advertising Practice (CAP) has launched a consultation on the use of children in lottery ads, amid concerns about appealing to under-16s.
At present, lottery advertising may include children if that individual is not featured gambling or playing a “significant” role.
Ads that exclusively feature lottery good causes and feature no “explicit encouragement” to buy a lottery product can include children and young persons in a significant role.
Proposed changes would remove children and young persons from lottery advertising, instead making the rule that anyone under 25 years old will be excluded.
In addition, any marketing communications which include reference to scratchcards or online instant-win lottery product would be barred from featuring individuals under 25 in a significant role.
CAP have chosen to target scratchcards specifically because of UK Gambling Commission research which found that they are often a ‘gateway’ into gambling for those aged between 11-16.
Under the proposed changes, usage of individuals under the age of 25 in significant roles within marketing communications would be allowed under two circumstances.
Firstly, if those individuals are featured solely to depict the good causes and secondly if the individuals under the age of 25 are representative of the primary beneficiaries of the lottery.
CAP has said the current rules would disadvantage small organisations which run lotteries benefitting children and young people, even if the lottery is run for the benefit of these individuals.
It claims these rules may have a “disproportionate impact” on these types of lotteries because “they may not have sufficient resources to produce separate ads to encourage participation and to feature their beneficiaries,”.
The final version of the rules will amend the terminology specifically for broadcast communications to advertising rather than marketing communications, as previously included.
The consultation closes on 23 January 2020.