What this notice covers
This notice applies to gambling ads, primarily on social media, that fall within the remit of the CAP Code. This includes paid-for ads and non-paid-for ads, including those posted on an advertiser’s own social media account.
The notice makes clear that gambling ads that are likely to be of strong appeal to under-18s should not appear. Ads that breach CAP Code 16.3.12 continue to occasionally be published on social media.
What you need to do
Please ensure that you review your advertising, including your social media content, to ensure compliance with the CAP Code.
- Any live ads likely to be of strong appeal to under-18s should be amended or withdrawn immediately.
- Avoid publishing future ads that are likely to be of strong appeal to under-18s.
The notice outlines aspects advertisers should consider when determining if their content is likely to be of strong appeal to under-18s, referencing recent ASA rulings.
We will begin actively monitoring from 11 June 2026, followed by targeted enforcement action where needed.
If content posted by your company is likely to have strong appeal to under-18s but, ultimately, does not fall within the remit of the CAP Code, we will refer the content to the Gambling Commission.