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8th April 2022
Featured Story of the Week: The Committee for Advertising Practice – the body that forms the framework for the Advertising Standards Authority's decision-making – is to introduce stringent new rules that will ban footballers, celebs and influencers with strong appeal among under-18s from appearing in gambling ads. The announcement, which follows a public consultation launched in October 2020 that sought views on CAP's proposed rules and guidance governing gambling marketing, means that prominent sportspeople, celebrities and social media influencers who appeal to under-18s will no longer be able to endorse gambling brands. Up until now, the rules stated that gambling ads must not be of "particular appeal" to children – that is, it appeals more to an under-18 than an over-18 – regardless of how it is perceived by adults. There are numerous examples of celebrity-brand tie-ups that will no longer be permitted under the new legislation. For instance, footballer Cristiano Ronaldo has worked with PokerStars to promote the brand, a relationship that kicked off in 2015; while former Chelsea manager José Mourinho has appeared in ads for Paddy Power, notably in 2019 when he was managing Tottenham Hotspur. Read more here.

Article of the Week: Peroni Nastro Azzurro is celebrating its new alcohol-free beer, Peroni Nastro Azzurro 0.0%, by opening an Italian trattoria where it will host a 0.0% inspired food experience. The "0.0steria Peroni" pop-up will open for its first session at "00:00am" on 19 April with other sessions taking place at 12pm, 2:30pm, 6:30pm and 8:45pm. The experience will begin with guests getting hands-on in the kitchen, for an immersive "cicchetti" course with a twist. Over the course of two hours, a group of 20 guests will be seated around a banqueting table and experience five courses cooked by Italian chef Francesco Mazzei. Each dish will allow diners to explore the concept of zero; from a "zero-colour" all-black first course to the main course designed to be eaten while blindfold, with "zero-sight". The five-course Peroni Nastro Azzurro 0.0%-inspired menu will use only premium, seasonal, ingredients including a rich and earthy roasted garlic and spring truffle pizzette, and a vegan twist on a classic tiramisu. Each dish on the menu has been engineered to complement the taste of Peroni Nastro Azzurro 0.0%. Read more here.

Digital Story of the Week: Given the hype over the virtual concerts by Travis Scott and Ariana Grande held in the video game Fortnite, brands are starting to see the scope and potential of the metaverse. This past week was the turn of Decentraland's Metaverse Fashion Week. For many brands, this was their first toe in the water and it heralds the start of an exciting journey. Not everything was perfect by any means, but there were some cool sights on display. One highlight was the Dolce & Gabbana x UNXD Catwalk Show, which had a real buzz and had clearly seized the opportunity: the metaverse isn't about recreating real life but about pushing boundaries and being creative. It's something fashion brands are used to doing and they did it well here, with digital models as cat avatars flying around rather than stuck on the catwalk – as well as an exclusive look at 20 digital wearables. Read more here.

OOH Story of the Week: Elvie’s peeing billboard is evidence that the femtech brand doesn’t "piss about" with its pledge to spotlight women’s health in its campaigns. Last week Elvie erected a billboard in Shoreditch, which shows a woman experiencing a leak while weightlifting in a squat position. As if this wasn’t enough to stop people in their tracks, the billboard actually drips real liquid. Elvie has always had an honest and equally outrageous approach to smashing taboos – a certain inflatable vagina springs to mind – and this 10-foot billboard’s candid portrayal of urinary incontinence is the perfect example of how brands can combat stigma without sacrificing fun or creativity. The work came about two weeks after TikTok creator @maddawglifts posted a video on Elvie’s page of her leaking urine while weightlifting, which TikTok then banned for being too graphic.Through a recent survey, Elvie found that 84% of UK women experience incontinence, so why is it that an issue that affects so many is entrenched in shame and disapproval? #LeaksHappen not only stands against this kind of unjustified censorship but also makes a conscious effort to eradicate the isolation women experience as a result of it. Read more here.

Experiential Story of the Week: Uefa has kicked off ticket sales to the Women's Euro England 2022 football tournament, with an installation that depicts nine-feet tall images of players suspended 16 feet above the ground. The installation, which mirrors the style of figures that feature in table football, opened on 28 March and runs until 10 April. It is located on Carnaby Street in London. It marks the 100-day countdown to the first match of the tournament and the players represent each of the top-seeded teams across the groups: France, England, Germany and The Netherlands. The intention is to demonstrate and celebrate the significance and magnitude of Women’s Euro 2022 by repurposing the historically male-dominated table football game. As part of the display, people can take part in a table football game that features players from England and Austria, the first two teams due to play on 6 July. Read more here.

TV Story of the Week: Self doubt can often hold us back but Sure is using its latest campaign to encourage people to keep going. The work shows a range of people failing at their task and getting frustrated but they pick themselves up and continue to push through. It includes Jesse Dufton, the first blind rock climber to lead the ascent of Old Man of Hoy in Scotland, Patrick – "The Legend of Bethnal Green" – a grandfather who is also a competitive weightlifter and professional coach; and Khadijah Safari, a black belt in kickboxing and Muay Thai, who teaches women to defend themselves against hate crime and Islamophobia. Read more here.

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