UK Bans Sports, Reality Stars From Appearing On Gambling Advertisements

If you’ve ever tuned in to a game of soccer on a British TV network, chances are you’d have seen numerous betting advertisements on loop during the half-time break. After all, many of the soccer clubs themselves are have the names on gambling websites adorning their shirts as sponsors.

Now, in a rather radical change, authorities have ruled that gambling companies will be banned from featuring top-flight footballers, sports personalities, and famous reality or social media stars in their advertising campaigns.

This move comes as part of new regulations designed to protect under-18s from such vices, and will mean that many of the current advertisements, which star global sports superstars including Cristiano Ronaldo, José Mourinho, and Michael Owen will no longer be allowed on UK television, radio, online, or in newspapers.

Shahriar Coupal, Director of the Committee of Advertising Practice, told The Guardian that henceforth, no “top-flight footballers or high-profile sportspeople” will be permitted to promote the latest odds.

Notably, this change—which may not seem drastic at the outset—comes as the country ramps up towards the Qatar 2022 World Cup at the end of the year, where betting is possibly at an all-time high.

For clubs with shirt sponsors or stadiums tied to betting companies, the new rules will prohibit their kits from being displayed in advertisements, and will no longer be allowed to make references to video games popular with youth. 

According to the BBC, anyone who is “likely to be of strong appeal to children of young persons” can no longer be used in relation to gambling. Contestants from popular reality shows, such as British hit Love Island, will also no longer be able to ink deals to feature in these lucrative advertising campaigns.

[via The Guardian and BBC, cover image via Roger Utting | Dreamstime.com]