The Committee of Advertising Practice (CAP), author of the UK Code of Non-broadcast Advertising and Direct and Promotional marketing (the CAP Code), has extended the remit of the Code. From today it applies to non-paid-for online marketing communications targeted at UK consumers by advertisers who are subject to licensing conditions from a UK public authority or other UK public body requiring compliance with the CAP Code – even where the advertiser does not have a UK-registered company address.

This amendment brings into scope social media marketing communications targeted at UK consumers by licensed gambling operators on their own channels (sometimes referred to as content marketing), regardless of whether the operators are registered in the UK. The Gambling Commission’s licensing conditions require compliance with the CAP Code and allow the ASA Council to rule consistently on such ads by any licensed gambling operator, no matter where they are based. CAP does not consider that the amendment will extend the Code to other categories of advertisers without a UK-registered address.

CAP invites comments on the impact of the remit extension for three months after implementation, ahead of a formal review of the change. Stakeholders may submit comments until Monday 1 December 2025.

Read the full regulatory statement, which includes instructions on how to submit comments.

More on

  • Keep up to date

    Sign up to our rulings, newsletters and emargoed access for Press. Subscribe now.