UK CAP/BCAP & the 'strong appeal' test
The 'strong appeal' test is a UK advertising rule requiring that gambling and lottery ads must not strongly appeal to children (under 16) or young persons (16-17). On 1 October 2022 it replaced the older 'particular appeal' test, tightening the standard so content is caught where there is a reasonable case it might unduly attract under-18s, rather than only where it appeals more to under-18s than to adults. It is set out in the CAP Code (non-broadcast) and BCAP Code (broadcast) and enforced by the Advertising Standards Authority (ASA).
Came into force on 1 October 2022 (announced by CAP/BCAP in April 2022); codified as CAP Code rule 16.3.12 and BCAP Code rule 17.4.5.
'Strong appeal' is stricter than the previous 'particular appeal' test: content is caught if there is a reasonable case it might unduly attract under-18s, even if it also appeals to adults.
Effectively rules out top-flight (e.g. Premier League) footballers and other sportspeople, plus reality-TV and social-media personalities, who have strong appeal to under-18s.
Also restricts references to youth culture, video games and other content likely to attract under-18s.
CAP guidance rule-of-thumb: roughly 100,000 under-18 follower accounts across social-media platforms is indicative of strong appeal, though the ASA judges each case on its full circumstances.
Enforced by the ASA; 'children' means under 16 and 'young persons' means 16-17.
Operators and affiliates must vet every ad, spokesperson and image against the strong-appeal test - avoiding high-profile footballers, youth-facing influencers, cartoon or youth-culture styling and video-game references - even where the ad also appeals to adults. Breaches lead to ASA rulings and the ad being withdrawn.
Reference, not advice. A teaching summary of the advertising rules — confirm current requirements with the regulator and the relevant ad platform.