Prior to the 2024 European Championship, the UK’s Advertising Standards Authority (ASA) has cautioned gambling companies against directing promotional materials at young people.

The European Championship commences on June 14th, and sports wagering activity in Germany is anticipated to rise considerably. In advance of the competition, the ASA has reminded operators of the restrictions placed on their advertising practices.

The ASA restated the UK’s Codes of Non-broadcast Advertising, Direct and Promotional Marketing (CAP Codes). The CAP Codes stipulate that gambling operators must not showcase individuals under the age of 25 in their advertising, including athletes, except for websites where wagers can be placed directly.

The ASA also cautioned that advertisements must not feature any athletes who may hold particular appeal to those under the age of 18.

The ASA restated other guidelines.

The ASA warned operators against deceiving viewers by suggesting official endorsements from players and teams. The ASA also stated that it would assess the overall impression conveyed by the advertising.

Furthermore, the ASA cautioned operators against incorporating stereotypes related to race, culture, or ethnicity.

Once more, the ASA believes that context will be taken into account.

The ASA also emphasized that operators should not include brutality and used the example of French player Zinedine Zidane’s head-butt on Italian player Marco Materazzi during the 2006 World Cup final.

This summer, operators will have a significant chance.
In addition to the 2024 European Championship, this summer’s sporting calendar also includes another quadrennial event, the Olympics in Paris, as well as annual events like Wimbledon.

Betsson CEO Pontus Lindwall stated that the European Championship would benefit sports betting but also bring other advantages.

Lindwall explained: “We anticipate growth across the board as the entire activity is increasing. We have more customers joining, although it is primarily sports betting, it will spread to other products.

“I believe you can also say that our industry ultimately becomes the focus of attention during these tournaments. We receive good exposure in the media, which is beneficial for us.”

The 2024 European Championship has the potential to invigorate the sluggish UK sports betting 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.

Some of the UK’s largest operators reported declining results in 2023. For instance, Bet365 announced an 88% decrease in its operating profit.

When William Hill revealed their holiday and global competition earnings at the start of 2023, they refrained from comparing this year’s overall profit to the 2018 global competition. The company hopes to achieve better results this time around.

A white paper published in April 2022 plunged the market into a state of uncertainty, with the most contentious measure being the suggested implementation of affordability checks.

David Brown, a veteran of the UK betting sector since 1976, holds a gloomy outlook on the future of UK sports betting.

Brown shared his thoughts with iGB: “My experience in this industry spans 47 years, and I’ve never been more disheartened about the condition of the UK sports betting market.”

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