Gambling advertisers must take all reasonable steps to prevent marketing communications from posing a risk to vulnerable groups. They must also ensure that advertising meets general standards of responsibility to protect wider audiences. This guidance explains the ASA’s likely approach to interpreting the rules and includes examples of approaches that are likely to breach the Codes.

Changes to this guidance came effect on 1 Nov 2021 and were developed in response to the findings of the GambleAware research published in 2020. They add to the already extensive protections in place to ensure that gambling advertising encourage or condone risky or irresponsible behaviour.

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