The Committee of Advertising Practice (CAP) has updated the scope of the CAP Code to ensure greater consistency in the regulation of online marketing. From 1 September 2025, the Code will apply to non-paid-for marketing communications targeted at UK consumers by advertisers who are subject to licensing conditions requiring compliance with the CAP Code, even if those advertisers do not have a UK-registered company address.
In practice, this extension brings into scope social media marketing posts from licensed gambling operators targeting UK consumers, regardless of where the operator is based. The change ensures that such ads are subject to the same rules and standards as those from UK-registered operators, supporting consumer protection and regulatory consistency.
CAP will review the impact of the amendment after three months and invites stakeholders to provide feedback by 1 December 2025.
Read the announcement of the change.