Paddy Power accused of flouting influencer guidelines with Peter Crouch deal

In the UK The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) is the rule book for non-broadcast advertisements, sales promotions and direct marketing communications (marketing communications).

The text of the UK CAP Gambling Code rule 16.3.12 states that "Marketing Communications must not be likely to be of strong appeal to children or young persons" and marketers must now satisfy themselves that to a high degree of confidence that their ad is unlikely to appeal strongly to under-18s before the ad is published and must be able to evidence how they formed that view.

In the run up to the World Cup Flutter Group subsidiary Paddypower released ads featuring Peter Crouch which some advocacy groups argue appear to be appeal to under 18s.

In the ad that has been shared widely on social media Crouch conducts an orchestra playing 'Enger-land, Enger-land, Enger-land’, ‘V.A.R My Lord’ and ‘Super Jacky Grealish.’ – there’s also a special version of the 12 Days Of Christmas – updated for the World Cup. The album features a guest appearance from Britain’s Got Talent stars.

Gambling with Lives, the Charity, has questioned agreements signed by Paddypower to feature Peter Crouch in their World Cup content and promotions claiming their involvement is against the spirit of new advertising restrictions introduced last month that stipulate that celebrities with a "strong appeal" to young people should not promote gambling.

Flutter Group were unavailable for comment.