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

Skill on Net Ltd
- Upheld in part
- Television, Internet (website content)
- 04 May 2022
We banned ads for a gambling product for being misleading and irresponsible.
John Adams Leisure Ltd
- Not upheld
- Television
- 30 March 2022
A TV ad for a board game was not found to be irresponsible.
888 UK Ltd
- Not upheld
- VOD
- 05 January 2022
Two YouTube videos by an influencer which promoted a gambling app did not break the CAP Code.
Dribble Media Ltd t/a Midnite
- Upheld
- Social media (paid ad)
- 08 December 2021
A paid-for Facebook ad for a betting service was banned for encouraging irresponsible gambling behaviour.

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

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Latest rulings

Skill on Net Ltd

John Adams Leisure Ltd

888 UK Ltd

Dribble Media Ltd t/a Midnite

Help getting it right

Popular advice

Promotional marketing: Terms and Conditions (T&Cs)

Responding to the findings of the GambleAware Final Synthesis Report

Gambling and Lotteries advertising: protecting under-18s

Relevant codes

17 Lotteries

16 Gambling

18 Lotteries

17 Gambling

21 Betting tipsters