Prior to the 2024 European Championship, the UK’s Advertising Standards Authority (ASA) issued a notice to operators to refrain from directing their advertisements at young people.
The European Championship commences on June 14th, and sports wagering activity in Germany is anticipated to surge during the competition. Before the tournament, the ASA restated its rules on forbidden content in advertising.
The ASA reconfirmed the “UK Code of Non-broadcast Advertising, Direct & Promotional Marketing” (CAP Code). The CAP Code explicitly states that betting operators must not showcase anyone under the age of 25 in their advertisements, including athletes, except for websites where direct wagers can be made.
The ASA also cautioned that ads must not include any players who might have a strong allure to those under 18.
The ASA restated other guidelines. The ASA reminded operators not to deceive viewers by implying official endorsements from players and teams. The ASA also declared that it would assess the overall impression of ads.
Moreover, the ASA warned operators against incorporating stereotypes related to race, culture, or ethnicity in their advertisements.
Yet again, the ASA maintains that context will be taken into account.
The ASA also emphasized that operators ought not to incorporate violence, citing the instance of French athlete Zinedine Zidane’s headbutt on Italian Marco Materazzi in the 2006 World Cup final.
This summer, operators will have a significant opportunity. In addition to the Olympic Games in Paris and annual events such as Wimbledon, the 2024 European Championship will be another quadrennial event on the sporting calendar this summer.
Betsson CEO Pontus Lindwall stated that the European Championship will be advantageous for sports wagering but will also bring other advantages.
Lindwall explained: “We anticipate a surge across all verticals as the entire event gains momentum. Even though it’s primarily sports betting, we’ll have more patrons coming in, and it will also extend to other products.
“I believe you could also assert that our industry ultimately becomes the center of attention during these championships. We receive favorable exposure in the media, which is beneficial.”
The 2024 European Championship has the potential to invigorate the sluggish UK sports wagering market. The UK’s total gambling revenue (GGR) increased by nearly 10% in 2023, but this was driven by a strong contribution from the online casino sector.
Several of the UK’s largest operators reported declining performance in 2023. For instance, Bet365 announced an 88% decrease in operating profit.
William Hill did not compare their earnings from this year’s festive season and global football tournament to the 2018 global football tournament. They are hoping to perform better this time around.
A report published last spring generated considerable anxiety within the industry. The primary concern is the concept of evaluating an individual’s financial capacity to engage in wagering.
David Brown, a veteran of the UK gambling sector since 1976, is deeply concerned about the trajectory of sports wagering in the UK. He confided to iGB, “I’ve been involved in this industry for 47 years, and I’ve never been more apprehensive about the well-being of the UK sports betting market.”