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New CAP rules accepted by BGC

New tougher advertising laws banning sports stars and celebrities from appearing in gambling advertisements have been announced by the Committee of Advertising Practice (CAP) and accepted by the Betting and Gaming Council (BGC).

These new laws will come into force on October 1st. Brands will not be able to use celebrities, athletes, or social media influencers in their adverts, causing many brands to have to change their advertising in some way.

While the BGC has accepted these changes, they have also requested more definitive measures to help protect young people and other vulnerable parties from harm.
In response to the CAP, Michael Dugher, the chief executive of BGC said: “The BGC supports these changes not least because they build on a whole range of measures we have led in recent times to drive up standards and ensure further protections in advertising. […]
“The most popular forms of betting by young people are playing cards, scratchcards, bets between friends, and fruit machines – not with BGC members.

“The regulated betting and gaming industry is determined to promote safer gambling and greater customer protection – unlike the unsafe and growing online black market, which has none of the safeguards that apply and will apply to BGC members.”

Affiliates should prepare for a change in marketing materials from their programs in line with this new guidance.