Giving through charitable gaming

ASA Ruling

We would like to bring your attention to a recent ASA ruling pertaining to the lottery industry that you may find interesting.

People's Postcode Lottery aired a TV advertisement featuring TV presenter Emma Willis. A complaint was made to the ASA claiming that the ad would likely be appealing to children as Emma Willis was the host on 'The Voice Kids'.

People's Postcode Lottery provided market research to the ASA evidencing that Ms Willis does not have a strong following of 13-17 year olds on social media.

You can view the full ruling here:

The consideration with this ruling is whether individuals who are recognisable to an young audience should be featured in an television advert associated with gambling, and whether this would make gambling appealing to those under the age of 18. The ASA did not uphold the complaint on this occasion, as Ms Willis'  social media following suggests that her appearance would not influence underage children to gamble.

However, this case does highlight an important consideration for any lottery marketing campaign; it is important to ensure that gambling adverts appeal to those over 18 years of age.

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