UK Gambling Regulator Warns Operators Ahead of Euro 2024
The UKs Advertising Standards Authority (ASA) has cautioned gambling companies to avoid targeting minors with their promotions in advance of the 2024 European Championship.
Prior to the tournament’s commencement on June 14, 2024, the ASA has restated its rules regarding forbidden content in advertising, as sports wagering activity is anticipated to increase in Germany during the competition. The ASA has once again emphasized the UK’s non-broadcast advertising and direct marketing code (CAP code), which specifies that gambling operators must not showcase individuals under the age of 25 in their advertisements, including footballers, except for websites that directly accept bets.
The ASA also cautioned that ads must not feature any athletes deemed to have strong appeal to those under 18 years of age.
The ASA restated other guidelines, warning operators to avoid misleading audiences by implying official endorsements from athletes and teams. The ASA also stated that it would consider the overall impression.
Moreover, the ASA warned operators against including stereotypes related to race, culture, or ethnicity.
Once more, ASA believes the situation will be considered.
ASA also stressed that operators should not involve aggression, pointing to the case of Zinedine Zidane’s head-butt on Marco Materazzi in the 2006 World Cup final.
This summer is a prime time for operators.
In addition to the 2024 European Championship, this summer’s sporting schedule also includes another four-yearly event – the Paris Olympics, as well as yearly events like Wimbledon.
Betsson CEO Pontus Lindwall stated that the European Championship will be advantageous for sports betting, but also encompasses other offerings.
Lindwall explained: “We anticipate growth in all areas, as the overall activity is on the rise. We have more clients joining, primarily for sports betting, but it will spread to other products.
“I believe you can also say that our sector ultimately becomes the focal point during these championships. We receive favorable exposure in the media, which is positive.”
The 2024 European Championship has the potential to invigorate the UK sports betting market.
The UK’s total gambling revenue (GGR) increased by nearly 10% in 2023, but this was driven by the significant contribution of the online casino industry.
Some of the UK’s largest operators reported declining outcomes in 2023. For instance, Bet365 declared an 88% decrease in its operating profit.
William Hill refrained from comparing their earnings for the holiday season and the recent global football tournament to the 2018 global football tournament when they unveiled their financial results earlier this year. They are optimistic about improved outcomes this time around.
A report published last spring has generated considerable uncertainty within the industry, with proposed financial checks being a primary source of disagreement.
David Brown, a veteran of the UK gambling sector since 1976, is apprehensive about the trajectory of sports wagering in the UK.
“I’ve been involved in this field for nearly half a century, and I’ve never been so doubtful about the well-being of the UK sports betting marketplace,” Brown stated.