Rule 16.3.14 of the CAP code is the one being debated and its states that people who are under 25, or appear to be, may not play a significant role in gambling advertisements. In its current state it prevents gambling industry firms from using ads that feature sportsmen or women with the situation coming to somewhat of a nadir earlier this year when a Paddy Power ad was banned as it featured Liverpool striker Luis Suarez – who was under 25 at the time.
CAP’s consultation has begun as they agree websites are “unlikely to have significant audiences of young people and their ability to place a bet is restricted by age verification mechanisms required by gambling operators’ licenses”. The consultation, which has already kicked off, runs until Friday February 8 at 5 p.m and CAP welcome any representations from interested parties and members of the public. When the consultation period has closed, CAP will announced their findings.
It’s hoped by those in the gambling industry that by the end of the consultation gambling companies will feature stars, such as Suarez, in advertising for their products. Even if that doesn’t happen they can console themselves with the fact that they’ll still be subjected to the same sanctions – something that a lot of firms don’t think is such a bad thing after all.