UK ads watchdog investigates gambling memes that appeal to kids – report

Memes that relate to gambling are now being investigated by a UK advertising watchdog due to rising concerns it could pose a risk to children.

The Advertising Standards Authority (ASA) is looking into the memes that are being shared online by gambling firms, i News reports. This includes amusing and entertaining content that is shared online to build brand awareness.

ASA is in charge of regulating paid-for and non-paid-for advertising in the UK.

According to research referenced in the previous Government’s plans to reform the gambling industry, this type of marketing is four times more appealing to under-18s than to adults.

It’s believed that this form of content could encourage younger people to follow gambling accounts, despite the legal age of gambling in the UK being 18 years old.

University research looks into the impact of gambling ads

The ongoing investigation by the advertising authority is said to include the examination of several complaints. While the watchdog is unable to provide information about the investigations, it has told i News it is “taking up cases from complaints, including two cases from the University of Bristol, and has instigated a pro-active ASA challenge based on our own intelligence gathering.”

It was researchers from the University of Bristol who conducted numerous studies into the issue and found that content marketing strongly appealed to those under 18.

The lecturer in marketing at the university, Raffaello Rossi, has been quoted as saying: “The concern is that these ads hide the addictive nature of gambling behind humor.

“Once [under 18s] begin following these brands on social media because of the entertaining content, they are also exposed to financial incentives, such as sign-up bonuses and promotions.”

He also suggests the watchdog has been slow to pick up the matter: “I believe it is too little, too late. Since 2019, hundreds of thousands of content marketing ads have been posted by gambling brands, and been seen by kids. Investigating a few individual ads is unlikely to make a meaningful difference.”

Featured Image: Via Ideogram

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