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

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

New standards protecting children from irresponsible gambling ads

Report reveals exposure of children to age-restricted TV ads is falling

Getting it right on mental health

Avoiding taking a gamble with ‘particular appeal’

Responsibility and problem gambling guidance

Hedge your bets – New guidance on free bets and bonuses

Latest rulings

Help getting it right

Popular advice

Promotional marketing: Terms and Conditions (T&Cs)

Protecting Children and Young People - gambling guidance

Betting and gaming: Appeal to children

Relevant codes

16 Gambling

17 Lotteries

17 Gambling

18 Lotteries

21 Betting tipsters