The Committee of Advertising Practice (CAP) has begun work examining the complexities attached to betting-related promotion of sports through UK advertising networks.
Updating industry and sports stakeholders, CAP clarified that its research is being undertaken in response to the recent publication on sports betting advertisements promoted by GambleAware, a safer gambling charity, through social media verticals.
The Standards Agency clarified that ‘comprehensive work’ should be done to help incumbents better understand the marketing and promotion of a ’emerging sport’ for betting in the UK.
CAP has indicated that more work on esports is required to ensure that there are no regulatory gaps in the safety of new audiences for consumer ads.
For now, CAP underlines to all UK licenced betting incumbents that esports marketing must comply with the existing gambling advertisement requirements and regulations.
For advice on how to ‘stay within its advertising rules’ when designing esport marketing strategies, CAP policy teams can be contacted.
Moving forward CAP clarified that its esports work would be a crucial part of its ongoing monitoring of the gaming industry, through which the agency is investigating the wider use of ad-technologies to classify advertisers who do not comply.
Closing its comment, CAP announced that it would completely respond to the esports study by Autumn 2020 from GambleAware.