UK advertising watchdog the Advertising Standards Authority (ASA) is investigating gambling companies using memes in their marketing efforts.

The probe comes off the back of research highlighted by the former Conservative government in the UK. The study, which was referenced in plans to reform the nation’s gambling industry through the white paper, found that memes are four times more likely to appeal to under 18s than to adults.

building brand awareness through humorous posts

Companies in a number of sectors are beginning to use this kind of marketing more on social media, building brand awareness through humorous posts; gambling firms being no exception. For instance, Irish sportsbook Paddy Power used a meme to make light of last week’s soccer result between England and Ireland on X:

The House of Lords has accused the ASA of failing to crack down on “clear rule breaches” in relation to the memes. Research suggests the memes convince young people to follow a gambling account for its content where they are then exposed to other offers such as free bonuses for signups.

Some of these posts are deemed “editorial content,” which would make them acceptable. However, the ASA has launched investigations into several complaints surrounding the marketing material.