Despite recent efforts to engage younger audiences, rugby, cricket and tennis are classified as low-risk sports for advertisementing gambling to under-18s.
The UK Advertising Standards Authority (ASA) has updated its guidance on protecting under-18s in gambling advertising.
The update, published on October 14, includes notable references to rugby, cricket and tennis, which have been classified as ‘lower risk’ sports for gambling advertisers.
The new guidelines from the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) note sportspeople involved in these sports, who do not have a major role in their sport or a high public profile, are considered low risk.
The term low risk refers to how strongly a personality is to appeal to under-18s. For example, anyone with a significant under-18 following on social media, UK footballers playing for top clubs, national teams or in high-profile competitions, would be considered high risk.
This is the first major update since 2022, when CAP and BCAP tightened the rules by replacing the old test of “particular” appeal to under-18s with a stricter test of “strong” appeal. The ASA said the new guidance was developed after reviewing research, gathering input from stakeholders and analysing rulings.
Efforts to engage younger audiences
The decision to place rugby, cricket and tennis in the low risk category comes at a time when all three sports have been actively trying to attract younger audiences.
Compared to football, these sports have a smaller viewership. The biggest rugby union league match of the 2023/24 season drew 276,000 viewers when Leicester Tigers played London Wasps.
Whereas the average Premier League match on Sky Sports reached 1.78 million viewers during the same season. Additionally, Match of the Day, the BBC’s flagship football highlights show, regularly attracts at least 3.5 million viewers every Saturday evening.
Despite the difference in scale, rugby, cricket and tennis have each introduced strategies to make their sports more appealing to younger fans.
In June, the Gallagher Premiership, England’s top rugby union league, rebranded to Gallagher Prem to modernise its image and strengthen its connection with younger audiences.
Cricket has leaned heavily on T20 tournaments to make the game faster and more engaging. Whereas ATP has partnered with Overtime to launch new social media channels designed specifically for younger audiences.
A case-by-case approach
The classification of these sports as low risk might seem surprising given their growing focus on younger fans. However, the guidance makes clear advertisers must assess risk on a case-by-case basis, with context playing a key role.
For example, a tennis player with a large social media following would not be considered low risk and would be classified as higher risk due to their reach and influence.
Rugby, cricket and tennis are placed in the same low risk category as lower league and non-league footballers, as well as players from less prominent European and international clubs. This offers new opportunities for advertisers in the gambling sector who want to use sports figures in campaigns.
Rugby has a particularly close relationship with betting. The Super League is sponsored by Betfred, making it one of the more visible partnerships in UK sport. Under the new rules, using a professional rugby league player in a gambling advert could be considered lower risk than featuring a retired footballer turned pundit.
