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

Optival Ltd t/a bestbookiesandbettingsites.co.uk
- Upheld
- Search (paid)
- 28 October 2026
A paid-for search ad for a betting website was irresponsibly targeted.
HRY Games t/a AI Scorecast
- Upheld
- Social media (paid ad)
- 14 October 2026
A paid-for Facebook ad for a data analytics app for football results was socially irresponsible and misleading by implying that people who used the service to make ‘informed’ gambling decisions would be very likely to turn a profit.
Dribble Media Ltd t/a Midnite
- Upheld
- Social media (paid ad)
- 16 September 2026
A paid-for TikTok ad for Midnite featured someone who was or seemed to be under 25 gambling and playing a significant role in the ad.
White Hat Gaming Ltd t/a Casimba and The Grand Ivy Casino
- Not upheld
- Internet (display)
- 16 September 2026
Two web display ads for gambling sites and a website weren’t directed at under-18s.

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

Optival Ltd t/a bestbookiesandbettingsites.co.uk

HRY Games t/a AI Scorecast

Dribble Media Ltd t/a Midnite

White Hat Gaming Ltd t/a Casimba and The Grand Ivy Casino

Help getting it right

Popular advice

Promotional marketing: terms and conditions and significant conditions

Gambling, betting and gaming: Appeal to children

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Relevant codes

16 Gambling

21 Betting tipsters

18 Lotteries

17 Lotteries

17 Gambling