On October 1 CAP enforced new advertising rules that prohibit the use of marketing that has a “strong appeal to under 18-year-olds or [could] be associated with youth culture.” This includes celebrities that are popular with young people, video game imagery and animals after the regulator said they have a strong appeal to children.
This put Betfair Casino’s two-year-old marketing campaign featuring dogs at risk of falling foul of the new rules. To stay one step ahead, Betfair culled all its existing marketing that used animals and set about developing a compliant replacement.
With a nod to the 80s sitcom character Del Boy (who is not rooted in youth culture), Betfair has introduced Brett Flair, a singing London market seller.
Betfair worked with its long-time agency partner Pablo to help it solve the regulation conundrum. Pablo’s strategy director Chris Turner says: “There wasn’t a dry eye when regulations sent our …