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

William Hill Organization Ltd t/a William Hill
- Upheld
- Point of sale
- 24 September 2025
A promotional voucher for William Hill encouraged irresponsible use.
Dribble Media Ltd t/a Midnite
- Upheld
- Social media (own site)
- 17 September 2025
A post on Midnite’s X page featuring an AI generated video depicting footballer Trent Alexander-Arnold had strong appeal to under-18s.
KamaGames Ltd t/a Blackjackist
- Upheld
- Social media (paid ad)
- 03 September 2025
A paid-for X ad for the Blackjack 21: Blackjackist game misleadingly stated that the game didn’t contain in-game purchases, including random-item purchases.
SP Graham Retail Ltd
- Upheld
- Circular
- 27 August 2025
A voucher for Sean Graham bookmakers didn’t include all the significant conditions of the promotion and also failed to administer the promotion fairly.

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

William Hill Organization Ltd t/a William Hill

Dribble Media Ltd t/a Midnite

KamaGames Ltd t/a Blackjackist

SP Graham Retail Ltd

Help getting it right

Popular advice

Promotional marketing: terms and conditions and significant conditions

Gambling and lotteries advertising: protecting under-18s

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Relevant codes

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17 Gambling

18 Lotteries

16 Gambling

21 Betting tipsters