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In an effort to protect minors, authorities in the UK and the US are taking steps to ban advertisements that target young individuals. Recently, the UK prohibited two ads featuring sports celebrities, while the US introduced the GAME Act to prevent ads that appeal to those under 18 years old.
The Advertising Standards Agency (ASA) in the UK addressed what is considered appealing to minors by ruling on two ads that showcased well-known soccer players. One ad featuring ex-Arsenal forward Thierry Henry was deemed acceptable, as the 48-year-old was not seen as having strong appeal to minors. On the other hand, an ad with current soccer stars Erling Haaland and Harry Kane was banned for being too appealing to those under 18 years old.
Understanding UK Regulations
The UK regulations prohibit gambling ads from being directed at children or young people, presenting gambling as a solution to personal or financial issues, featuring sports figures with strong appeal to under-18s, and encouraging irresponsible gambling behaviors like chasing losses or playing alone.
Determining who holds strong appeal to minors can be subjective. Generally, current players are considered to have strong appeal, leading to the ban on ads featuring Haaland and Kane.
Push for Stricter Regulations in the US
Studies in the US suggest that a significant number of teenagers, up to 1 in 3, are engaged in gambling, with loot boxes in video games being highlighted as an entry point. Senators Katie Britt and Richard Blumenthal recently introduced the GAME Act to address this issue.
The GAME Act aims to prevent sportsbooks and prediction markets from targeting young individuals with gambling advertisements. It seeks to shield youth from being lured into gambling activities at a young age.
Scope of the GAME Act
While the GAME Act makes it illegal for operators to directly provide minors with links to sports betting or prediction market platforms, it does not cover general advertising that may appeal to minors, unlike the regulations in the UK.
The bill defines targeted advertisements as those directed at minors promoting a sports gambling platform, prohibiting gambling companies from sending direct ads to minors based on detailed information about them. Repeat offenders could face fines of up to $100,000 per ad shown to a minor promoting sports gambling.
Gamification of Gambling to Attract Youth
Gaming companies have faced criticism for incorporating gambling-like elements in their games, with lawsuits alleging that they encourage young individuals to gamble. Similarly, gambling companies are accused of gamifying betting to keep users engaged longer with features like leaderboards and rewards.
Operators like Polymarket and Kalshi have utilized memes and humor to attract a younger audience to prediction markets and sports wagering platforms. The use of memes and humor is seen as a strategy to reach young users through various means.
Despite the efforts outlined in the GAME Act, the challenge of shielding minors from gambling and adult content in the digital age remains significant. Parents are urged to stay vigilant as youth gambling addictions could develop unnoticed within homes due to easy access to gambling activities via digital devices.