Note: This advice is given by the CAP Executive about non-broadcast advertising. It does not constitute legal advice. It does not bind CAP, CAP advisory panels or the Advertising Standards Authority.
Advertising for betting and gaming products must not suggest that gambling can provide an escape from personal or financial difficulties. This includes implying that gambling can solve debt, pay bills, or create financial security. Ads must be socially responsible, particularly with regard to vulnerable consumers, including those experiencing financial hardship.
Don’t imply gambling can solve financial problems
Don’t imply that gambling can be a way to make money
Don’t imply gambling can solve personal problems
Prevent posing a risk to vulnerable groups
Don’t imply gambling can solve financial problems
The CAP Code prohibits ads from presenting gambling as a viable solution to financial struggles. Code rule 16.3.12 states that ads should not suggest that gambling can be a solution to financial concerns.
In 2025 the ASA investigated an in‑app advertisement for the Wolf Gold casino game, which appeared in the “Lucky Night” app and claimed users could “solve their financial problems,” pay off loans, and make large amounts of money by playing. The ASA found the ad to be irresponsible because it suggested gambling could provide financial security and implied unrealistic, guaranteed financial benefits. The investigation concluded that the advertiser’s affiliate had created and published the ad without approval, and the complaint was upheld, with the ASA ruling the ad must not appear again (Rank Digital Gaming (Alderney) Ltd, 03 August 2022)
Don’t imply that gambling can be a way to make money
Code rule 16.3.12 also states that gambling should not be portrayed as an alternative to employment or a way to achieve financial security
In 2025 the ASA investigated a PokerStars Instagram video that depicted two influencers repeatedly winning large sums of money while describing gambling as an “investment” and implying that simple actions or “skill” could secure financial success. The ASA ruled that the ad created a false impression of guaranteed winnings, trivialised the risks of gambling, and encouraged behaviour that could lead to financial harm. (Stars Interactive Ltd t/a PokerStars, 26 March 2025).
Don’t imply gambling can solve personal problems
CAP Code rule 16.3.3 prohibits gambling advertisements from suggesting that gambling can be used as a way to escape personal problems such as loneliness, depression, or social isolation. Therefore ads must not imply that gambling offers emotional support, companionship, or relief from personal difficulties, as this could exploit vulnerable individuals and encourage harmful behaviour.
Prevent posing a risk to vulnerable groups
Gambling advertising must take particular care not to exploit vulnerable consumers, including those experiencing emotional, social, or psychological difficulties. CAP’s guidance explains that vulnerability can arise from factors such as mental, social, or emotional immaturity, impaired judgement, or circumstances that make someone more likely to engage in harmful gambling behaviours. Marketers must ensure their ads do not target or take advantage of individuals who may be at greater risk of harm and must avoid messaging that could encourage excessive or irresponsible gambling. The CAP guidance on Responsibility and Problem Gambling provides further information on how advertisers should protect vulnerable audiences.