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).

+ Read more - Show less

Latest rulings

The A&S Leisure Group
- Upheld
- Internet (website content), Social media (own site)
- 13 October 2021
A website and Facebook post for a casino was banned for creating the impression that consumers could gamble without limits or restrictions.
LC International Ltd t/a Ladbrokes
- Upheld
- Television
- 07 July 2021
A TV ad for Ladbrokes was banned for depicting socially irresponsible gambling behaviour.
LC International Ltd t/a Ladbrokes
- Not upheld
- Social media (paid ad)
- 16 June 2021
A paid-for Facebook post for Ladbrokes was not found to be of particular appeal to under-18s and did not breach the Code.
Marathon Alderney Ltd t/a Marathonbet
- Not upheld
- Internet (social networking)
- 19 May 2021
A Facebook post and a paid-for Facebook ad for a betting company were not found to be misleading.

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

Gambling consultation update

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

Keep a clean sheet with our Euro 2020 marketing tips

Don’t be a joker: Gambling and the Ad Rules

The "Particular Appeal" of Animals

Consulting on new guidance on ads for 'loot boxes' and other in-game purchases

Latest rulings

The A&S Leisure Group

LC International Ltd t/a Ladbrokes

LC International Ltd t/a Ladbrokes

Marathon Alderney Ltd t/a Marathonbet

Help getting it right

Popular advice

Pyramid schemes

Promotional marketing: Terms and Conditions (T&Cs)

ASA statement on the scheduling and targeting of National Lottery products

Relevant codes

16 Gambling

17 Lotteries

17 Gambling

18 Lotteries

21 Betting tipsters