Gambling

Helpful guidance on the advertising rules for gambling ads, and examples of previous Advertising Standards Authority rulings in this area

The gambling and betting advertising rules are designed to ensure that ads are socially responsible, with particular regard to the need to protect children, young persons under 18 and other vulnerable groups from being harmed or exploited by advertising that features or promotes gambling and betting.

Ads cannot imply gambling can solve financial or personal problems or that it is indispensable, a rite of passage or linked with sexual success. Any incentive, inducement or reward must be set out clearly, including significant terms and conditions that apply, and should be proportionate to the amount of money and time spent by the player.

The advertising rules for gambling and betting ads are underpinned by the Gambling Act, which states prize competitions that require payment to enter must rely on entrants exercising skill or judgment or displaying knowledge. If entrants only have to pay and nothing else, this is considered a lottery and is regulated by the Competition and Markets Authority (CMA).

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Latest rulings

Dribble Media Ltd t/a Midnite
- Not upheld
- Social media (influencer or affiliate ad)
- 10 June 2026
A TikTok post on Mia Mon’s account promoting an online betting platform didn’t feature someone who was likely to be of strong appeal to under-18s.
Skill on Net Ltd t/a Gecko Play
- Upheld
- Social media (paid ad)
- 08 April 2026
A paid-for Instagram ad for a gambling website portrayed, condoned and encouraged gambling behaviour that was socially irresponsible and could lead to financial, social or emotional harm.
RTSB Ltd t/a Match Bingo
- Not upheld
- Social media (influencer or affiliate ad)
- 04 March 2026
[Republished ruling] A YouTube ad for Match Bingo, which featured the Tottenham Hotspur Football team, wasn’t inappropriately targeted to under-18s.
WHG (International) Ltd t/a William Hill Online
- Upheld
- App (own claim)
- 29 October 2025
An in-app ad promoting an offer for a game in the William Hill app misleadingly contradicted the terms and conditions that applied to the offer.

View all rulings

Relevant codes

Gambling

Helpful guidance on the advertising rules for gambling ads, and examples of previous Advertising Standards Authority rulings in this area

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Latest rulings

Dribble Media Ltd t/a Midnite

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Help getting it right

Popular advice

Promotional marketing: terms and conditions and significant conditions

Gambling, betting and gaming: Sex and sexual success

Gambling and lotteries advertising: protecting under-18s

Relevant codes

16 Gambling

21 Betting tipsters

18 Lotteries

17 Lotteries

17 Gambling