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

LC International Ltd t/a Coral
- Upheld
- Television
- 03 August 2022
A TV ad for Corals advertised gambling irresponsibly.
Rank Digital Gaming (Alderney) Ltd
- Upheld
- App (paid ad)
- 03 August 2022
An in-app ad for a mobile casino game irresponsibly suggested that gambling was a way to solve financial concerns and achieve financial security.
PPB Counterparty Services Ltd t/a Paddy Power
- Upheld
- Television, VOD
- 15 June 2022
A TV and VOD ad by a bookmaker broke the rules by portraying gambling as taking priority in life over family and encouraging repetitive or frequent participation in gambling.
PPB Counterparty Services Ltd t/a Paddy Power
- Not upheld
- Radio
- 15 June 2022
A radio ad for a bookmaker did not break the rules on harm and offence on the grounds of innuendo or portrayal of gender stereotypes

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

Latest news

Eyes down for compliant advertising! Bingo ads and the Advertising Codes

Remit statement: 'content marketing' for gambling products online

Time for gambling advertising to shape up

Tough new rules to curb broad appeal of gambling ads and better protect under-18s

Don’t take a gamble with the Codes: CAP and BCAP’s revised guidance on responsibility and problem gambling

Gambling consultation update

Latest rulings

LC International Ltd t/a Coral

Rank Digital Gaming (Alderney) Ltd

PPB Counterparty Services Ltd t/a Paddy Power

PPB Counterparty Services Ltd t/a Paddy Power

Help getting it right

Popular advice

Promotional marketing: Terms and Conditions (T&Cs)

Responding to the findings of the GambleAware Final Synthesis Report

Promotional marketing: Lotteries

Relevant codes

16 Gambling

21 Betting tipsters

17 Gambling

18 Lotteries