Gambling Advertising Rules in the UK: What Operators May and May Not Say

The rulebook in one sentence:

The UK advertising codes require all gambling marketing to be socially responsible and must not exploit the young or vulnerable. Consumers can complain to the ASA (Advertising Standards Authority) about ads that break these rules.

The central rule

The ASA, which enforces the UK's advertising codes, states that gambling ads must comply with the UK CAP (Committee on Advertising Practice) non-broadcast code and the BCAP (Broadcast Committee of Advertising Practice) code for broadcast media. These codes make a clear declaration: "Marketing communications for gambling products and services must not be of strong appeal to children or young persons."

The purpose

This rule exists to protect minors, vulnerable people, and problem gamblers by ensuring gambling ads are not misrepresented in a desirable or attractive way. It seeks to limit the risk of harm that gambling ads can have on under-age consumers and anyone at risk of problem gambling.

Who falls under this?

All gambling adverts are bound by this regulation. From the online bookmaker adverts to the radio station show sponsorship by a casino, any influencer pitch to visit a casino or the billboard for the new jackpot must comply with the under-18 code.

What ads cannot say:

Operators must avoid messages that evoke gambling as a way to alleviate financial difficulties, portray it as a rite of passage or necessary for sexual success, or condone socially irresponsible behaviour. This also includes not implying the act of gambling is skill-based if it isn't.

For example:. A local casino couldn't imply that a summer holiday could be won in their national competition, knowing full-well this is unlikely. And a bookmaker's ad would not be able to imply that losing at their store was part of a man's growth.

Why?

The Gambling Commission and ASA's code indicates that this language increases vulnerable groups' participation and may encourage behaviour that leads to someone developing a gambling problem.

Fractured warnings:

No ad may show actual gambling but portray a scene where someone's debts are paid or where they are rewarded financially for losing. A scene could suggest they receive a better response from others or are in a better social position after they gamble.

What cannot be shown:

• A scene where someone is shown to use gambling for any reason
• Young people in gambling windows or sections
• Gambling imagery with any youth-appealing content
• Thumbnails and avatars that use cartoon characters

Children, youth culture, and “strong appeal”

Ads regulated by CAP will use a 'strong appeal test' to determine any advertisement which might induce gambling when consumed by minors or vulnerable consumers. This will give a clear distillation of any messages in any of an operator's gambling ads.

The test:

The ASA considers what happens if a 5-14-year-old was to see an ad. If there were elements to it which cultivated an urge to join in the promotion or(message) of the advert then it has not demonstrated compliance.

What will not represent 'strong appeal'?

Adverts that show sports betting won't be regarded as exploitative towards minors, it is said. Similarly, if the advert does refer to brands or interests primarily kept within the young demographics, this does not mean necessarily that it will be banned. Explanation of these specific cases will fall down to professional judgement though.

Where the rules apply

The ASA and CAP regulations are not limited to paid-for advertising by operators. They also extend to all forms of commercially produced content.

Where else?

The rules apply also to 'chamfering' opportunities on social media, company sponsorships, editorials associated with brands, and prizes. As with sports bar advertisements, if any of these promotions include "competing for good-money-priced prizes" the branded owner is responsible for the advert's compliance.

Things to look out for

• Share buttons or chatter, if it accompanies direct market spend
• And conversely, when non-paid-for activity directly solicits gambling tunes
• Prizes from a provider at non-gambling events
• Social media posts and comments spawned from promotional incentives

How to complain

The Gambling Commission advises any member of the public witnessing non-compliant ads submit complaints to the ASA. Information needed includes:

• The advertiser.
• Where and when it appeared.
• A copy detail of the content or a description.
• Your name and email address.

The Gambling Commission says complaints about a gambling advert should be made through the ASA website.