Who: The Advertising Standards Authority (ASA) and Sherbert Research, working with The Culture Studio
Where: United Kingdom
When: October 2024
Law stated as at: 23 April 2025
What happened:
The ASA commissioned Sherbert Research and The Culture Studio to explore how 11–17-year-olds discover and engage with personalities that hold strong appeal to them. This research aimed to enhance the ASA’s application of the UK Code of Non-broadcast Advertising, Sales Promotion and Direct Marketing (CAP Code), which mandates that gambling ads must be socially responsible and protect children and young people from harm, and should not have a “strong appeal” to this age group.
The study involved three phases: a literature review, a qualitative study with 44 participants aged 12 to 17, and a quantitative survey with 1,687 participants. Key findings revealed that young people engage with a wide range of personalities daily, primarily through social media platforms. Their sporting interests are diverse, with men’s football, swimming, and women’s football being the most popular. Formula 1, boxing, gymnastics and basketball also hold strong appeal.
The research identified three key attributes driving the appeal of personalities among young people and which it recommended should be considered when assessing the appeal of a particular personality:
- Being inspirational/working hard to be the best they can.
- Being authentic/genuine.
- Having good values/being considered to be a good person.
Other factors such as humour, appearance, and success (financial success or by overcoming obstacles) also play a role. The study found that young people discover personalities through wider culture, word of mouth (from family and friends), and through social media algorithms. It also highlighted that young people often find it hard to distinguish ads from regular content – 79% agreed that they notice adverts more when they include celebrities.
Why this matters:
Understanding the strong appeal of personalities among young people is crucial for businesses and regulators to ensure ads are socially responsible and protect vulnerable groups. The findings will help the ASA better regulate gambling ads and prevent associated harm to children and young people.
