AGCO to ban popular figures from gambling ads
The AGCO has recently announced that it will be banning popular figures from industry advertisements in the near future.
The newly introduced standards are mainly aimed at protecting children from gambling harm and focus on athletes and other popular personalities who are likely to have a sizable appeal among younger people. This includes both active athletes and those in retirement, as well as popular figures across a variety of verticals, including influencers on social media and cartoon characters.
This decision follows from the regulator’s consultations that were carried out a few months ago in April, as part of which AGCO sought the opinions of various industry professionals and stakeholders, including responsible gambling and mental health organizations, to determine if the prohibition would have a sizable positive effect. Following this, the regulator concluded that the move would be a step in the right direction.
The new marketing guidelines will go into effect at the start of next year on the 28th of February, expanding upon AGCO’s previous gambling advertisement rules which prohibited industry promotions that predominantly targeted children. Additionally, the new changes will include an exemption for the use of athletes in advertising materials that exclusively promote responsible play, although this will not apply to other celebrity figures that could appeal to children.