The New Changes To Influencer Gambling Advertising Regulations

There are new changes to influencer gambling advertising regulations that came into play on October 1st.

Gambling companies have been working with social media influencers for years. It’s no secret that these large firms team up with the likes of football players, social media influencers, sports personalities and even gaming live streamers to help promote their platform. Betting companies are no longer allowed to enlist influencers with an audience or content that appeals to under-18s.  In this article, we explore just what the new regulations mean and the reasoning behind them.

The New Changes To Influencer Gambling Advertising Regulations

Since the rise of social media, betting companies have been working with influencers to help promote their platforms through paid advertisements, affiliate links and direct sponsorships.

But now, The Committee For Advertising Practice (CAP) has banned gambling companies from working with social media influencers that are “likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture.”

Having come into play on October 1st, this change in legislation rules out a large number of the companies existing influencers, with them previously enlisting the likes of football stars and even Twitch and Youtube streamers to bet live on their platform.

The UKGC says that “social media influencers are increasing the potential harm to children and young people” by encouraging them to gamble and view this as a “step change”, which points to potential further restrictions in the future.

What’s the deal?

Influencers are an extremely profitable advertising method for gambling companies as they have a following of people who trust their opinions. This means that their fanbase is more likely to replicate their actions on the promoted platform.

There are a number of ways influencers can get paid, one being by affiliate links. This is where for every user that signs up, the influencer gets paid an amount through commission.
Another common example is through direct sponsorships. This is where betting companies will give an influencer large sums of money to gamble on the platform and showcase to their fanbase.

What Can Be Done?

The introduction of this new legislation isn’t the end for the use of influencers by gambling companies, by strictly following regulations companies can advertise profitably and most importantly, safely.

There are steps companies can take when ensuring that influencers and their audience are over the age of 25+. Firstly, by electing any paid social media advertisements are directed to individuals exclusively over 18 years of age. Secondly, by ensuring any creatives used have no appeal to under 18’s. And thirdly by working with creators who have a 25+ majority (over 95%) audience. Brands can abide by the rules and also reap the rewards from a successful influencer marketing campaign.

How can each&everyone help?

There have always been tight regulations on advertising in the gambling industry. CAP has introduced new rules for gambling ads to safeguard young people and vulnerable audiences.

These rules will significantly impact gambling advertisers looking to promote their brands using prominent sports people and celebrities as well as individuals like social media influencers, who are of strong appeal to those under 18. These changes require gambling companies to be extremely cautious. And thorough in their selection of influencers, closely monitoring their audience demographics.

It’s now more important than ever to consult professionals prior to running influencer campaigns related to gambling. Looking for help? Get in touch today!