Horseracing stars set to avoid tough new rules for gambling advertising

Stringent new advertising rules that will lead to top footballers and reality TV stars being banned from promoting gambling are unlikely to apply to horseracing personalities.

The Committee of Advertising Practice (Cap) said the introduction of the new rules was being made in order to reduce the attraction of gambling products for under-18s and that horseracing was more "adult-oriented".

However, an exception would be made for any racing figure who had a strong social media following among under-18s.

The Cap said the rules were part of its commitment to safeguard young people and vulnerable audiences and would "significantly impact" gambling advertisers looking to promote their brands using prominent sportspeople, celebrities and social media influencers.

The new rules, which come into effect from the start of October and will be in place in time for the World Cup in Qatar, state that gambling and lottery adverts must not be likely to be of "strong appeal" to children or young people, which the Cap said was a step change on previous regulation.

In practice the Cap said gambling advertisers would not be able to use top-flight footballers or those with a considerable following among under-18s on social media, or any sportsperson well known to under-18s.

Adverts featuring football personalities including Jose Mourinho and Jack Wilshere have been broadcast recently and appear likely to be banned under the new rules.

Also banned will be references to video-game content and gameplay popular with under-18s and stars from reality shows popular with under-18s, such as Love Island.

However, in guidance published alongside its announcement, the Cap said: "Sports like horseracing, greyhound racing, darts, snooker, boxing, motorsports and golf are more adult-oriented and unlikely to be of inherent 'strong' appeal [to under-18s]."

The rules could, though, prevent former Love Island contestant Chris Hughes, who has worked as an ambassador for Coral, appearing in gambling advertising.

Cap director Shahriar Coupal said: "The days of gambling ads featuring sports stars, video-game imagery and other content of strong appeal to under-18s are numbered.

"By ending these practices, our new rules invite a new era for gambling ads, more particular to the adult audience they can target and more befitting of the age-restricted product they're promoting."

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