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CAP increases focus on esports marketing compliance

The Committee of Advertising Practice (CAP) has issued an advice notice to British operators making clear that esports betting-related advertising must be compliant with rules that apply to other gambling marketing.

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The move comes after coronavirus lockdown in the UK prompted an increase in esports betting marketing, with operators looking to capitalise on the vertical’s popularity in the absence of major sport leagues and events.

The CAP has carried out a review around esports betting marketing in social media to ensure there are “no regulatory gaps in consumer protection.”

As part of this review, the CAP issued an advice notice to operators and will provide guidance on how to ensure compliance with advertising rules when creating marketing for esports gambling on social media.

The regulatory body will report on this response to GambleAware in Autumn.

A statement on the CAP website reads: “The CAP will continue to monitor and take action around gambling advertising where it identifies compliance problems including through further use of ad tech to identify non-compliant ads.

“It will also remain in step with the latest evidence so that there is ongoing protection for vulnerable groups from potential harm.”

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