eading footballers might be banned from promoting playing merchandise underneath new guidelines to be launched to curb their enchantment to younger folks underneath the age of 18, a UK trade physique has introduced.
In a press release on Tuesday, the Committee for Promoting Apply (CAP) revealed the powerful new restrictions, which embrace all top-flight footballers due to their giant social media following.
It comes because the organisation, which is answerable for the UK promoting and advertising code, works in direction of its dedication to safeguarding younger folks and weak audiences.
CAP mentioned the modifications, which can come into impact on October 1 2022, observe a session on tightening the foundations launched in October 2020.
The times of playing advertisements that includes sports activities stars, online game imagery and different content material of robust enchantment to under-18s are numbered
The brand new guidelines state that sports activities folks, celebrities and social media influencers who’re “prone to be of robust enchantment to kids or younger individuals, particularly by reflecting or being related to youth tradition” might be banned from playing and lottery adverts.
CAP mentioned this may embrace footballers with a big under-18 social media following and actuality TV stars in style with the age group, like these on Love Island.
The principles may even ban adverts that use any imagery which will enchantment to under-18s.
This covers online game content material and gameplay in style with under-18s, in addition to an individual or character whose instance is prone to be adopted by or have specific enchantment to the age group.
Shahriar Coupal, director of CAP, says: “The times of playing advertisements that includes sports activities stars, online game imagery and different content material of robust enchantment to under-18s are numbered.
“By ending these practices, our new guidelines invite a brand new period for playing advertisements, extra specific to the grownup viewers they will goal and extra befitting of the age-restricted product they’re selling.”