advertising rules. The ASA has upheld and lotteries likely to be of strong complaints about numerous ads appeal to children or young persons, for games that feature women in especially by reflecting or being objectifying, degrading, sexualised or associated with youth culture. dangerous scenarios. Guidance was issued on the new rules. CAP published learnings from Advertising to children seven key ASA adjudications on Particular attention must be paid the new rules in October 2023. Key to advertising compliance where factors include social media following games and/or adverts are targeted and whether or not a player or at children. Advertisers must take personality appearing in an ad is still all appropriate steps and use all active in their field (see ourGambling available tools to ensure that game section for more information). ads are targeted appropriately and Amendments to the lottery rules away from children if they contain were made in July to make clear that elements unsuitable for them. the ban on people under 25 years of Additional rules also apply to age appearing in a significant role advertising addressed to or in lottery ads includes those who featuring children. For example, appear to be under 25 (as well as advertisers should not take those who are actually under 25). advantage of children’s credulity, There are exceptions where the ad loyalty, vulnerability or lack of depicts a beneficiary of a lottery. experience. When advertising to In July 2023, the UK government children with in-app or in-game published plans to tackle illegal ads, advertising, advertisers should use influencer scams and protect children brief statements that they can online under its Online Advertising easily understand. Programme. New legislation will In October 2022, the CAP and be introduced and will apply to BCAP Codes were amended to platforms, intermediaries and prohibit adverts for gambling publishers (PIPs) in relation to some types of illegal paid-for advertising. 88