{"id":5298,"date":"2024-04-16T11:47:54","date_gmt":"2024-04-16T10:47:54","guid":{"rendered":"https:\/\/sbceurasia.com\/en\/?p=5298"},"modified":"2024-04-16T11:47:59","modified_gmt":"2024-04-16T10:47:59","slug":"asa-emphasizes-the-need-for-careful-advertising-by-operators-during-euro-2024","status":"publish","type":"post","link":"https:\/\/sbceurasia.com\/en\/2024\/04\/16\/asa-emphasizes-the-need-for-careful-advertising-by-operators-during-euro-2024\/","title":{"rendered":"ASA Emphasizes the Need for Careful Advertising by Operators During Euro 2024"},"content":{"rendered":"\n

The Advertising Standards Authority (ASA) <\/strong>has published marketing guidelines for gambling companies and operators during Euro 2024.<\/p>\n\n\n\n

First and foremost, the ASA recommends avoiding the manipulation of statistics in advertising, pointing out that misleading advertising will not influence match results.<\/p>\n\n\n\n

The ASA said: \u201cIntellectual property in football is big business. Marketers will naturally want their brands to be associated with the likes of the National Teams and UEFA. Whilst there\u2019s nothing wrong with this, falsely implying official endorsement is a likely breach of the Advertising Codes<\/a>\u201d. <\/p>\n\n\n\n

Authorities say they consider the overall impression of the copy, including text, images, icons and symbols, when considering questions about intellectual property or advertising content.<\/p>\n\n\n\n

\u201cSo if you can\u2019t walk the walk, avoid talking the talk,\u201d it asserted. \u201cIf you have any doubt about the use of intellectual property, please consider seeking legal advice\u201d.<\/p>\n\n\n\n

In addition, the ASA urged marketing teams to avoid using outdated controversial events. A reputable source raised questions about Diego Maradona’s famous “Hand of God” goal at the 1986 World Cup, which occurred more than 35 years ago, and noted that marketers still include it in their promotional materials.<\/p>\n\n\n\n

\u201cControversy, glory, and misery have created many memorable ads, but marketers need to make sure they don\u2019t go in two-footed and see red for it.\u201d<\/p>\n\n\n\n

Advertising still contains offensive stereotypes and the ASA warns marketers to be especially careful when using advertising that may include racial, cultural or national stereotypes.<\/p>\n\n\n\n

The ASA also stressed that while the overall tone of the ad will be taken into account, using the phrase \u201cit’s just banter\u201d does not justify going over the line.<\/p>\n\n\n\n

Authorities noted that football-related gambling advertising predates the European and World Cups and stressed that marketers should not use advertising to protect their bets.<\/p>\n\n\n\n

According to the CAP Code, people under 25 years of age are not allowed to appear in most gambling advertisements, even those involving footballers.<\/p>\n\n\n\n

While there is an exception for direct betting websites, the ASA advises businesses to ensure their advertising does not breach these restrictions.<\/p>\n\n\n\n

Gambling advertisements should also avoid using star players who may be overly appealing to the under-18 audience.<\/p>\n\n\n\n

The organization warns not to overdo it with the Man of the Match Champagne. As with gambling, there are specific rules governing alcohol advertising. Notably, such advertising should not target or reflect the culture of persons under 18 years of age, and persons under 25 years of age should not be depicted as playing a significant role.<\/p>\n\n\n\n

The ASA also highlighted possible grounds for refusing advertising, including promoting self-confidence, intellectual or physical ability, and endorsing excessive consumption.<\/p>\n\n\n\n

Advertising that displays behavior that condones or encourages violence or anti-social behavior should also be avoided during competitions.<\/p>\n\n\n\n

Referring to the \u201cinfamous headbutt\u201d in 2006, the ASA concluded: \u201cWe take ads that depict violence seriously. Other ads that may incur more than a points reduction include ads that depict vandalism, objectification or other anti-social behavior\u201d.<\/p>\n\n\n\n

Don’t forget to subscribe to our Telegram channel<\/a>!<\/p>\n","protected":false},"excerpt":{"rendered":"

The Advertising Standards Authority (ASA) has published marketing guidelines for gambling companies and operators during Euro 2024. First and foremost, the ASA recommends avoiding the manipulation of statistics in advertising, pointing out that misleading advertising will not influence match results. The ASA said: \u201cIntellectual property in football is big business. Marketers will naturally want their […]<\/p>\n","protected":false},"author":6,"featured_media":5299,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"tdm_status":"","tdm_grid_status":"","footnotes":""},"categories":[13,5,1,12],"tags":[7989,7988,4342,238,7796,149,46,254],"class_list":["post-5298","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-football","category-gambling","category-news","category-sport","tag-advertising-code","tag-advertising-standards","tag-asa","tag-branding","tag-euro-2024","tag-football","tag-gambling","tag-marketing"],"yoast_head":"\nASA Emphasizes the Need for Careful Advertising by Operators During Euro 2024 - SBC EURASIA EN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/sbceurasia.com\/en\/2024\/04\/16\/asa-emphasizes-the-need-for-careful-advertising-by-operators-during-euro-2024\/\" \/>\n<meta property=\"og:locale\" content=\"en_GB\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"ASA Emphasizes the Need for Careful Advertising by Operators During Euro 2024 - SBC EURASIA EN\" \/>\n<meta property=\"og:description\" content=\"The Advertising Standards Authority (ASA) has published marketing guidelines for gambling companies and operators during Euro 2024. 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