Memes shared on social media by gambling firms are being investigated by the UK’s advertising watchdog amid concerns the posts could pose a risk to children, **i** can reveal.
The Advertising Standards Agency (ASA) is investigating some of the memes shared online by gambling firms following complaints from peers in the House of Lords, who accused the body of failing to crack down on “clear rule breaches”.
Known as “content marketing”, gambling firms are increasingly using social media posts containing memes – usually an amusing image, video or comment – to build brand awareness, rather than traditional adverts for specific products, such as an offer of free credit if a bet is placed.
Academics claim the adverts encourage young people to follow gambling accounts, where they are then exposed to more direct advertising and explicit promotions encouraging them to gamble. Gambling companies have denied their adverts are designed to appeal to children and teenagers.
The action from the ASA emerged in an letter, seen by **i**, which was responding to a complaint from Lord Foster of Bath, a Lib Dem peer who chairs a cross-party group pushing for gambling reforms.
Lord Foster, the chair of Peers for Gambling Reform, wrote to the ASA to “express strong concern over repeated inaction” and the risks such adverts posed to children and teenagers, claiming there had been “clear breaches” of the rules.
When approached by **i**, the ASA said that it has launched investigations into several complaints.
Although some posts containing memes are deemed to be “editorial content”, the watchdog has a duty to monitor any that are classed as adverts.
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Memes shared on social media by gambling firms are being investigated by the UK’s advertising watchdog amid concerns the posts could pose a risk to children, **i** can reveal.
The Advertising Standards Agency (ASA) is investigating some of the memes shared online by gambling firms following complaints from peers in the House of Lords, who accused the body of failing to crack down on “clear rule breaches”.
Known as “content marketing”, gambling firms are increasingly using social media posts containing memes – usually an amusing image, video or comment – to build brand awareness, rather than traditional adverts for specific products, such as an offer of free credit if a bet is placed.
But recent [research](https://www.bristol.ac.uk/media-library/sites/management/documents/what-are-the-odds-rossi-nairn-2021.pdf) referenced in the previous Conservative [Government’s plans](https://www.gov.uk/government/publications/high-stakes-gambling-reform-for-the-digital-age/high-stakes-gambling-reform-for-the-digital-age#chap2) to reform the gambling industry, found this type of marketing is four times more appealing to under 18s than to adults.
Academics claim the adverts encourage young people to follow gambling accounts, where they are then exposed to more direct advertising and explicit promotions encouraging them to gamble. Gambling companies have denied their adverts are designed to appeal to children and teenagers.
The action from the ASA emerged in an letter, seen by **i**, which was responding to a complaint from Lord Foster of Bath, a Lib Dem peer who chairs a cross-party group pushing for gambling reforms.
Lord Foster, the chair of Peers for Gambling Reform, wrote to the ASA to “express strong concern over repeated inaction” and the risks such adverts posed to children and teenagers, claiming there had been “clear breaches” of the rules.
When approached by **i**, the ASA said that it has launched investigations into several complaints.
Although some posts containing memes are deemed to be “editorial content”, the watchdog has a duty to monitor any that are classed as adverts.