More recently there has been a with a considerable volume of shift in the regulatory approach to under-18 followers on social media gambling ads, narrowing the types references to video game content of ads that can be displayed and and gameplay popular with the content of the ads. The previous under-18s, or restrictions required adverts to not be of ‘particular appeal’ to stars from reality shows popular under-18s and prohibited the use with under-18s. of sports stars, celebrities, cartoon Where an advertisement features characters and fairy tale themes. content that may strongly appeal Since 1 October 2022, the CAP Code to children but appears in a context states that advertisements must not that effectively excludes children be of a ‘strong appeal’ to under-18s, from seeing them (eg on media only regardless of how they are viewed accessible by adults), such content by adults. This prohibits content may be considered acceptable (imagery, themes and characters) (advertisers should give careful and restricts the imagery and thought to where ads are displayed references that gambling ads will and how they are targeted). However, be allowed to use. The aim of the this exception won’t apply to media change is to reduce the potential for where the targeting information gambling ads to attract the attention depends on unverified audience of under-18s in an audience. For self-reporting, or where a sufficiently example, freely accessible ads robust prohibition of under-18s isn’t won’t be able to use: in place. In such circumstance, the top-flight footballers and content appealing strongly to under- footballers with a considerable 18s is still likely to breach the following among under-18s on CAP Code. social media There is also a voluntary code all sportspeople well-known to developed by the gambling industry under-18s, including sportspeople which supplements the CAP Code. 142