ASA warns game companies against content marketing

The Advertising Standards Authority, the UK’s advertising watchdog, has issued a new warning to gaming companies in general that they will be held to the highest industry standards for their marketing practices. in all forms of content. Accordingly, content marketing communications must adhere to established advertising rules, ASA said.

Editorial Content, Content Marketing, and ASA Rules

Some researchers have shown that the ASA rules may not apply to social media, and specifically content marketing. This includes content marketing done by game companies. ASA explained that the type of content pushed on social media may not directly promote a brand, but rather use techniques to drive interest in its products or services.

The question of the clarity of ASA’s remit stems from the fact that the watchdog has no influence on editorial content unlike direct advertising. ASA, however, took note of this trend and commented:

Gambling social media accounts sometimes include editorial-style content, such as comments or opinions on recent events, or more abstract humor, such as “memes” and other irreverent takes on current sports news.


This type of advertising, according to ASA and research the watchdog has used, is called “content marketing,” and there is no direct call to action for a product or service or site. Web by the way. However, the regulator fully understands that beneath this veneer lies an unwavering desire to publicize a product or service or to compel people to participate in or use it.

How much can the ASA really regulate when it comes to marketing

Some of these content marketing products may fall outside the agency’s mandate because they are not directly related to a gaming product, the regulator explained. However, all messages that fall under the ASA’s regulatory statutes will need to comply with the full list of watchdog regulations.

In other words, content marketing communications must not target anyone under the age of 18 or use anyone under the age of 25. Companies may not use content marketing to promote irresponsible gambling or use images or likenesses of people that may be of interest to young people or children.

ASA confirmed that it would consider accepting complaints about social markets campaigns, but admitted that there is a fine line between content marketing and outright advertising. Operators who do not fall under the first will have to respond to the regulator.