Gambling

Helpful guidance on the advertising rules for gambling ads, and examples of previous Advertising Standards Authority rulings in this area

The gambling and betting advertising rules are designed to ensure that ads are socially responsible, with particular regard to the need to protect children, young persons under 18 and other vulnerable groups from being harmed or exploited by advertising that features or promotes gambling and betting.

Ads cannot imply gambling can solve financial or personal problems or that it is indispensable, a rite of passage or linked with sexual success. Any incentive, inducement or reward must be set out clearly, including significant terms and conditions that apply, and should be proportionate to the amount of money and time spent by the player.

The advertising rules for gambling and betting ads are underpinned by the Gambling Act, which states prize competitions that require payment to enter must rely on entrants exercising skill or judgment or displaying knowledge. If entrants only have to pay and nothing else, this is considered a lottery and is regulated by the Competition and Markets Authority (CMA).

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Latest rulings

Mecca Bingo Ltd
- Upheld
- Social media (own site)
- 15 November 2023
An Instagram post featuring Baga Chipz irresponsibly suggested gambling could enhance a person’s self-image or self-esteem.
Bonne Terre Ltd t/a Sky Bet
- Upheld
- Social media (paid ad)
- 18 October 2023
A promoted tweet for Sky Bet featured Gary Neville, who is a public figure of strong appeal to under-18s.
XLMedia plc t/a freebetsdotcom
- Upheld
- Social media (own site)
- 27 September 2023
An Instagram post for freebetsdotcom was banned for featuring Mason Mount, who is under 25 years old.
Postcode Lottery Ltd t/a People's Postcode Lottery
- Upheld
- National press
- 20 September 2023
A national press ad suggested that participating in a lottery could be a solution to financial concerns.

View all rulings

Relevant codes

Gambling

Helpful guidance on the advertising rules for gambling ads, and examples of previous Advertising Standards Authority rulings in this area

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Mecca Bingo Ltd

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Popular advice

Promotional marketing: terms and conditions and significant conditions

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Relevant codes

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