In a significant move to protect young people from gambling promotion, holiday companies across Britain are being compelled to implement robust safeguards preventing children from seeing gambling advertisements online.
The Advertising Standards Authority (ASA) has issued a stern warning to the tourism industry after identifying serious failures in age-restriction measures. The crackdown follows investigations revealing that numerous holiday firms were displaying gambling ads without adequate age verification systems.
Industry-Wide Compliance Required
The regulatory body has made it clear that all holiday companies must immediately review their digital advertising practices. Any firm found targeting gambling content at under-18 audiences will face enforcement action, potentially including referral to statutory bodies for legal proceedings.
This intervention comes after monitoring exercises exposed concerning gaps in protection. Multiple holiday websites were found serving gambling advertisements to users regardless of age, completely bypassing the required safeguards.
Zero Tolerance Approach
An ASA spokesperson emphasised the non-negotiable nature of these protections: "The rules are crystal clear - gambling ads must not be directed at children through the selection of media, context, or content. Holiday companies have both a legal and moral responsibility to ensure their advertising partners comply with these standards."
The authority has confirmed it will conduct follow-up monitoring to verify compliance across the sector. Companies failing to implement proper age-verification technology for gambling ads risk severe consequences, including being named in public rulings that could damage their reputation.
Protecting Vulnerable Audiences
This crackdown represents part of broader efforts to shield children from gambling-related harm. With family holiday planning increasingly moving online, regulators are determined to prevent young people from being exposed to betting promotions during what should be innocent travel research.
The tourism industry now faces increased pressure to audit their advertising networks and ensure all third-party ads comply with strict age-restriction protocols.
