In this article, let’s discuss in detail about ” No Celebs – No Sponsorship – Why?”. Continue reading for full information.
No Celebs – No Sponsorship – Why?
It was in the offing for a while, but now the decision has been made by the UK’s advertising regulator to prohibit celebrities and sports stars such as footballers from appearing as part of advertising campaigns that promote gambling and betting. It’s long been the route to market for many of the top operators, but now they must find new ways to get the word out about their services.
The reason for the changes coming into force via the Committee of Advertising Practice (CAP) is to protect vulnerable groups and those aged under 18 from the risks gambling activities pose. There have been calls for action in this area for a while because there’s long been a belief that vulnerable groups and under 18s are influenced heavily by marketing campaigns that include celebrities and sports stars.
The new rules will come into effect on October 1, which means that they will be in place ahead of the World Cup taking place in Qatar. It’s a bitter blow to gambling operators as events such as the World Cup are usually when significant pushes are made across the board on the marketing front. The domestic football season will also be underway when the changes come into force, which means that it’s likely plans are already being drawn up about how to change direction with advertising moving forward.
Some operators have been quick to speak out on the challenges that lay ahead because of the rules being put in place, with PartyCasino Marketing Manager David Winter saying, “while we understand the need to protect those who are vulnerable, the constant rule changes make it hard for regulated gambling companies to promote ourselves safely and within all government guidelines.”
Any celebrity or sportsperson, which also includes social media influencers, who have large followings of youngsters aged under eighteen, and are deemed to have significant sway because of their profile, will no longer be permitted to involve themselves with adverts that relate to any form of gambling activity, which includes lotteries.
It’s going to be quite the change from October 1 onwards when you consider how many celebrities and sports stars, including renowned footballers, have involved themselves in gambling marketing campaigns. Jose Mourinho, for example, who currently manages AS Roma and is one of the greatest coaches of all time, has appeared in multiple Paddy Power adverts. At the same time, Sky Sports trio Jeff Stelling, Micah Richards and Roy Keane feature in commercials for SkyBet.
But, it was another Sky Sports personality’s comments that show the steps taken by the Committee of Advertising Practice are coming at the right time. Paul Merson, who has battled gambling addiction for years, suggested that the adverts that he sees on the TV are a “major trigger.” And he went on to question whether those starring in the commercials “need the money.” Either way, it’s now on gambling operators to change tact in the coming months.
