Betting ads featuring sports celebs to be banned in UK

Betting companies in the UK are to be banned from using top-flight footballers and other sports personalities in their adverts under new plans designed to help problem gamblers.

The change, by the body responsible for the UK's official advertising code, will take effect from October, in the run-up to football's World Cup in Qatar.

It means high-profile ex-managers like José Mourinho and Harry Redknapp, and current footballers like Cristiano Ronaldo will be barred from taking part in ad campaigns.

New rules drafted by the Committee of Advertising Practice also ban companies from showing specific teams' football kits and stadiums in ads, and using video game content popular with teens.

Shahriar Coupal, director of the Committee, commented: "No more top-flight footballers or other high-profile sportspeople promoting the latest odds.

"No more social media influencers, TV stars or other celebrities popular with children inviting us to bet on red. And, no more gambling ads featuring video game images or gameplay familiar to many children’s lives.”

Mr Coupal added that the effect of the rule change "might not seem immediately significant" but will be "dramatic" over time, and especially during the World Cup year.

“By ending these practices, our new rules invite a new era for gambling ads, more particular to the adult audience they can target and more befitting of the age-restricted product they’re promoting", he said.

The Advertising Standards Authority, which is responsibly for enforcing the UK's advertising code, notes that children are seeing on average 2.2 betting or gambling ads a week.