Proper Preparation And Planning Prevent Peter From Performing Poorly For Paddy Power

On the 8th February, the Advertising Standards Authority did the double, publishing its first two decisions about whether gambling ads have 'strong appeal' to the under-18s. In the first fixture, Sky Best successfully defended its use of Micah Richards. In the second fixture, which kicked off at the same time, Paddy Power successfully demonstrated that its casting of retired footballer Peter Crouch does not give their ads strong appeal to under-18s. Both adjudications are helpful, but the Paddy Power one is a particularly useful guide to best practice for gambling advertisers as it covers a wide range of relevant considerations.

Prior to 1st October 2022, the rule for both broadcast and non-broadcast gambling advertising was that it must not have 'particular appeal' for the under-18s. In other words, ads must not have more appeal to the under-18s than to adults. Under the new rule, however, the ASA announced that gambling ads must not be of 'strong appeal' to the