In October 2025, the United Kingdom’s Advertising Standards Authority (ASA) made a significant move by announcing updates to its guidelines aimed at protecting minors from the potentially harmful effects of gambling and lottery advertising. This initiative was carried out through its Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), reflecting the authority’s commitment to safeguarding young audiences.
Back in 2022, the ASA had already set forth stricter advertising standards following extensive public consultations. The critical change introduced was the shift from assessing whether ads had a “particular” appeal to minors to a more rigorous “strong” appeal test. This change was crucial, as it allowed the ASA to scrutinize gaming and lottery advertisements more thoroughly, ensuring they do not unduly attract the attention of those under 18 years of age.
The transition to this stronger appeal test meant that the ASA became responsible for a broader range of content. It now evaluates the use of athletes and celebrities who may hold significant appeal to younger audiences. The implications extend to video games and online gaming material, emphasizing the need to prevent content that could potentially captivate and influence young minds.
Three years down the line, the ASA has decided to refine and clarify these guidelines further. These updates stem from recent rulings, feedback from stakeholders, and a wealth of new research, underscoring the dynamic nature of advertising standards in the digital age.
One of the main clarifications involves social media influence. The ASA now advises that an influencer’s sway over under-18s can be gauged by their follower count, recommending a threshold of 100,000 young followers as a guideline. However, this is not a rigid rule. Some personalities with fewer minor followers might still possess a strong appeal to younger audiences, while others with significantly more could be deemed less influential over this age group. This nuanced approach acknowledges the complexity of digital influence.
Additionally, the ASA has introduced a new context section, which delves into how the appeal of celebrities can vary with different settings and marketing executions. This aids advertisers in understanding the delicate balance required when employing public figures in their campaigns. Alongside this, the ASA has sharpened distinctions between “adult-centric” and “non-adult-centric” sports, providing clearer guidance on the responsible marketing of events and personalities linked to these activities.
Moreover, the updated guidelines provide fresh insights into the evolving role of social media in marketing. With platforms continuously growing and changing, understanding how they impact young users is more critical than ever. The ASA’s focus here is on ensuring that social media’s powerful reach does not inadvertently expose young audiences to unsuitable content.
Yet, while these guidelines mark a progressive step toward protecting minors, there is another perspective to consider. Some industry insiders argue that such stringent regulations might stifle creativity and limit the effectiveness of advertising strategies. They claim that the focus should perhaps be more on parental controls and educational initiatives rather than on restricting advertising content. The debate continues as marketers seek to balance creative freedom with ethical responsibility.
As digital platforms evolve and the line between entertainment and advertising blurs, the importance of such guidelines will only grow. The ASA’s updates stand as a testament to the ongoing effort to adapt to these changes, ensuring that the welfare of minors remains a top priority.
