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
- Not upheld
- Digital outdoor
- 31 July 2024
A mobile digital billboard ad for Coral was not inappropriately placed.
WHG (International) Ltd t/a William Hill Online
- Upheld
- Internet (sponsored search)
- 31 July 2024
A paid-for search ad and a website for William Hill advertising a new customer welcome bonus misled consumers by failing to include all significant conditions of the promotion and by not positioning the conditions prominently.
GB Sports Advisors Ltd t/a Geoff Banks Online
- Upheld
- Internet (on own site)
- 17 July 2024
A website ad offering a free bet failed to include all the significant conditions of the promotion.
Festival Free Bets
- Upheld
- Social media (influencer or affiliate ad)
- 15 May 2024
A post on Astrid Wett’s X (formerly Twitter) page, advertising a company that collated betting offers, broke gambling ad rules by featuring someone under 25.

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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