Olympics 2024 and the Ad Rules

May 9th '24

The upcoming Summer Olympics are a prime opportunity for creative advertisers. Read this advice to help ensure you take home the gold.


  • Don’t mislead with travel deals.

With this summer’s Olympics being just across the channel in Paris, many fans will likely take the opportunity to travel and see events in person.


If you’re advertising international travel or accommodation, take care not to mislead consumers. Pricing must always be clear, availability not overstated, and descriptions of locations must be honest.


If advertising a travel promotion, then the benefits should not be exaggerated, key limitations and conditions must be made clear, and the promotion should be competently administered.


See general advice on travel marketing and travel promotions for more information.


  • Be clear with betting ads and promotions.

When advertising promotional offers, avoid misleading consumers by ensuring all significant conditions are clearly explained upfront. This ruling demonstrates how betting promotions which are ambiguous or missing key information are likely to be unacceptable.


It’s also important to remember that the Codes prohibit anyone under the age of 25 from appearing in Gambling advertising. Marketers should also avoid using cartoonish imagery or anything else that might appeal strongly to children. As this ruling shows, this is likely to be seen as unacceptable.


See this guidance for further information on under-25s in gambling advertising.


  • Avoid causing offence.

When creating ads quickly in response to a controversial event, remember to pause for thought and think about whether the ad is likely to spark a negative reaction. As ever, sensitive subjects such as religion or cultural stereotypes should be handled with care.


Given that this tournament involves nations competing against one another, it can be tempting to use national stereotypes in your advertising. Light-hearted ads may be acceptable but be aware that humour revolving around racial stereotypes always has high potential to offend.


You can read our general advice on offence here.


Source: Committee of Advertising Practice (CAP)


About CAP

The CAP is the sister organisation of the Advertising Standards Authority (ASA) and is responsible for writing the Advertising Codes.


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