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

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.
888 UK Ltd
- Upheld
- Website (ad feature)
- 10 November 2021
A website advertorial for a slot machine app was banned for misleadingly implying that offers were time-limited and for making other misleading claims.
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.

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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Latest rulings

888 UK Ltd

Dribble Media Ltd t/a Midnite

888 UK Ltd

The A&S Leisure Group

Help getting it right

Popular advice

Promotional marketing: Terms and Conditions (T&Cs)

Gambling advertising: responsibility and problem gambling (November 2021)

Age-restricted ads online

Relevant codes

17 Lotteries

16 Gambling

18 Lotteries

17 Gambling

21 Betting tipsters