Regulations on Gambling Advertising in the UK for Companies and Users
The entire gambling industry in the UK is large, dynamic, and, more importantly – highly developed and regulated. Therefore, it should not be a surprise to hear that experts rank it among the most powerful in the entire world, with the UK being home to some of the most prestigious gambling companies.
A big reason why the UK gambling market is so highly coveted is its rules scheme that protects consumers. One such aspect of it is the advertising regulations the UKGC has imposed. So, here, we will focus on what those advertising rules are and what operators need to do to adhere to them.
Complex, Yet Flexible Rules
Rules and regulations surrounding gambling advertising in the UK are very detailed, but at the same time, one can have the impression that they are quite lenient. It is obvious that the UK Gambling Commission wanted to find a suitable compromise between two highly important factors:
- Protection: With the gambling advertising rules, the regulator wanted to protect players’ interests and protect minors against gambling harm. That is why online and land-based gambling venues must comply with different operating codes.
- Casino promotion: On the flip side, the UKGC seemingly didn’t want to impose too strict and unrealistic criteria upon which gambling companies will need to operate. That is why you will notice broad and somewhat imprecise definitions of certain rules.
All gambling advertising regulations can be found on the official UKGC website under a document called “Advertising and Marketing Rules and Regulations”.
Codes of Practice Within the Advertising and Marketing Rules and Regulations
We briefly mentioned above that online casinos in the UK must adhere to different operating codes. There are three types of codes to know of:
- The LCCP: It stands for Licence Conditions and Codes of Practice. This is a set of rules that introduced requirements for operators to adhere to if they are to provide legal gambling services in the country. The rulebook includes responsible gambling practices, and it ensures that gambling advertising will not create negative social repercussions.
- CAP: An acronym for Non-Broadcast Code. It defines the rules of gambling advertising in certain areas, such as promotional marketing.
- BCAP: This is the UK’s Code of Broadcast Advertising. It refers to advertising available on TV, and it defines the advertising criteria operators must comply with.
An Overview of Prohibited and Allowed Advertising Practices
Let’s take a quick look at what gambling companies in the UK can and can’t do when it comes to advertising.
Prohibited Practices
Let’s begin here with a few of the prohibited activities under the codes and the Advertising and Marketing Rules and Regulations within the UKGC.
For starters, companies are not allowed to direct advertisements towards a young audience. Young audience in the UK is defined as people under the age of 25. An exception here can be made if the site can prove that the targeted individual is over 18 years old.
Moreover, as a general rule, marketing communication for gambling must not involve a child or a young person. No one who seems to be under 25 years old may feature in a gambling-related ad in the UK.
Moreover, as one would expect, rules in the UK stipulate that advertisements must meet social responsibility requirements.
As such, they must not present online gambling as a way to make a living and encourage players to place wagers. Online gambling sites must also allow players easy access to precise information about their offers, game risks, bonus terms and conditions, and so on.
Allowed Practices
On the flip side, operators in the UK are allowed to provide information about gambling or sports betting, but the data must be reliable and accurate. For example, sites can post content that is devoted to specific sporting issues, such as “Does Liverpool have all the necessary tools to become the next Premier League Champion?”
Guides that explain betting strategies or how different casino games work are also allowed. In fact, many of the biggest names in the UK gambling sector regularly publish this kind of content to help users play smarter. Likewise, accurate ratings of experts have become an important tool for players because they break down everything from certification and bonus terms to payout speeds, making it easier to choose safe and reliable platforms to play at. They don’t just promote safer play but make it easier for users to find destinations they can actually trust.
The Strong Appeal Test
The so-called “Strong Appeal Test” came into force in October 2022. It means that gambling advertisements must not have a strong appeal to children by reflecting youth culture. Through this, the usage of influencers and sports persons for gambling ads has been significantly limited. Social media and television stars are also encompassed.
Premier League Shirt Sponsorship Deals
Another significant step towards more responsible gambling advertising occurred when Premier League teams recently made a joint decision to remove betting sponsors from the front of their jerseys. This change will come into effect for the 2026/27 season. The reasons behind this are quite simple – there are growing concerns about the prevalence of gambling promotion in sports.
Rule Enforcement and Compliance
If players or the public have any complaint about a gambling ad, they can instantly contact The Advertising Standards Authority (ASA).
It will investigate the complaints and has the power to require ads to be changed or completely withdrawn if they breach any of the aforementioned codes. Serious breaches will be directed towards the UKGC, and it can lead to licence reviews or heavy fines.
The Future of Gambling Advertising
Even though the UK has a highly developed online gambling sphere, including norms and codes linked to gambling advertising, there are still critics who voice their concerns. Just recently, the GambleAware charity published a report that says that the UK’s gambling rules are the most lenient in Europe.
According to the report, gambling marketing bans are increasingly becoming the norm in other European countries, including Italy, Germany and the Netherlands. All these countries seek to reduce gambling-related harm.
Nevertheless, the future of UK gambling advertisements seems to lie elsewhere. For now, the UKGC seems content with its rules regarding online gambling ads. There is enough freedom for operators to promote their products without targeting minors.
In addition, the fact that Premier League clubs have agreed to forfeit lucrative betting sponsorship deals shows that different sectors in the country are open towards the idea of minimising gambling-related harm.
Therefore, we would argue that there are not to be expected any major changes in the gambling advertisement legislation in the UK. Online casinos seem content enough with the current rules, and with all the other security, licensing, responsible gambling and AML measures in place, the UK still remains a leader among regulated iGaming markets.