But don’t worry if it’s a jockey.
The rules for advertising and marketing gambling products are set to change in October this year,
That will mean if you currently have a topflight football player or manager promoting your betting services, this will have to stop.
Why?
Gambling services are an age-restricted product and there are rules to protect the under-18s.
Advertising of betting and other gambling services must not appeal to children in the way it’s presented and through its content. This is why the use of football stars and other popular sporting celebrities has caused concern.
Football managers, such as Jose Mourinho, who promotes a well-known betting company, and many English footballers and athletics stars have many social media followers, many of which are under 18.
However, if you’re using a well-known jockey then you’re OK… probably.
What’s the difference?
Well, the ASA has decided that most kids aren’t overly interested in jockeys and horse racing. So, as their fanbase is predominantly (or exclusively) over 18 then there’s no issue as the ads won’t appeal to children.
This change is a prime example of why learning the dos and don’ts of marketing and advertising for yourself can be a bad idea.
Many responsible business owners invest considerable amounts of time to figure it all out.
They may even think that their hours of study have been worthwhile and will save them a fortune by not paying for the expert.
But then the rules change or are updated, and they are back to square one!
To be compliant in your advertising you need to understand the rules and regulations that apply, but you also need to know if they change.
Keeping up with changes can be difficult, especially with a business to run.
Sometimes engaging an expert makes business sense. Marketing spend is not an expense, it is an investment in your future.