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Technical revisions to UK Committee of Advertising Practice (CAP) Code and British Code of Advertising Practice (BCAP) regulations on both lotteries’ advertising and the inclusion of people who appear to be under 25, have been announced.
They won’t have an influence on advertising policy and practice and are only meant to help Code users understand the rules, by more clearly articulating the underlying policy intent.
Advertising for lotteries has always been governed by strict regulations aimed at safeguarding minors (aged 0 to 15) and teenagers (aged 16 and 17). One of these prohibits those under the age of 25 from playing a substantial role in advertisements.
This guideline makes sure that any characters or personalities are obviously adults and are therefore less likely to appeal to younger viewers.
The ASA occasionally considers situations where actors over 25 seem very young for their age and might go against the rule.
Amendments to BCAP Code Section 18 include, among other things, 18.6 which states that advertisements for lotteries cannot show anyone who is, or seems to be, under 25 years old engaging in gambling.
Further, 18.7 states that advertisements for lotteries cannot show anyone who is, or seems to be, under 25 years old in a prominent position when referring to scratchcards or online instant-win lottery products.
Additionally, CAP Code Section 17 has been updated to include, among other things, the requirement that individuals under the age of 25 shall not be shown as gambling in marketing materials for lotteries.
Rules and guidelines for CAP and BCAP are routinely reviewed to make sure they are understandable for Code users, following significant policy changes, as happened.
Along with the technical improvements, CAP and BCAP have updated and improved the associated guidance with several changes.
