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

Mecca Bingo Ltd
- Not upheld
- Social media (own site)
- 16 July 2025
A Facebook post featuring emojis for a game to guess film names, wasn't likely to be of strong appeal to under-18s.
Play’n GO Malta Ltd
- Upheld
- Internet (display)
- 16 July 2025
Three banner ads promoting casino gaming content were likely to have strong appeal to under-18s and were therefore irresponsible.
Buzz Group Ltd
- Not upheld
- Social media (own site)
- 09 July 2025
A post on Buzz Bingo Grimsby’s Facebook page featuring a cartoon action figure wasn’t likely to be of strong appeal to under-18s.
LEBOM Ltd
- Upheld
- Social media (paid ad)
- 02 July 2025
A paid-for Facebook ad and a paid-for X ad encouraged gambling behaviour that was socially irresponsible and encouraged excessive drinking.

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

Off with your heads! Keeping within the rules in ads that reference the royals

Be a reigning champion with our Women’s Euro 2025 marketing tips

Community Radio: Advertising No-Nos

Tops tips for marketers of age-restricted ads

Stay out of the red with our debt relief marketing tips

(Making Sure) The Kids are Alright

Latest rulings

Mecca Bingo Ltd

Play’n GO Malta Ltd

Buzz Group Ltd

LEBOM Ltd

Help getting it right

Popular advice

Promotional marketing: terms and conditions and significant conditions

Gambling, betting and gaming: Appeal to children

Gambling and lotteries guidance - protecting under-18s

Relevant codes

18 Lotteries

21 Betting tipsters

17 Gambling

17 Lotteries

16 Gambling