UK and US step up efforts to ban gambling advertising targeting minors

The UK and US are tightening rules on gambling advertising to protect minors. The UK’s Advertising Standards Agency (ASA) banned two ads—one featuring Erling Haaland and Harry Kane—for being too appealing to under-18s, citing their strong fanbase among young audiences. An older ad with retired player Thierry Henry was approved, as the ASA deemed him less attractive to minors. The UK’s regulations prohibit gambling ads from targeting children, framing gambling as a financial solution, or featuring celebrities with strong appeal to under-18s. Current sports stars are typically seen as high-risk for young viewers, leading to stricter scrutiny. In the US, Senators Katie Britt (R-Ala.) and Richard Blumenthal (D-Conn.) introduced the Gaming Advertisement to Minors Enforcement (GAME) Act, aiming to ban targeted gambling ads to minors. The bill focuses on direct marketing to under-18s, with potential fines of up to $100,000 per violation for repeat offenders. Studies suggest as many as one in three American teenage boys gamble, with video game loot boxes often blamed for introducing young users to betting. The GAME Act differs from UK rules by targeting only direct ads to minors rather than broader restrictions on appealing content. It applies when gambling operators possess identifiable minor data, linking them to promotions. The legislation seeks to curb what lawmakers describe as a ‘gold rush’ in online gambling marketing toward young audiences.