Gambling advertising rules and regulations
Permission to advertise gambling in Great Britain is restricted
to operators licensed by the Gambling Commission, operators from
EEA jurisdictions - Gibraltar and whitelisted jurisdictions
(Alderney, Antigua and Barbuda, Isle of Man and Tasmania).
Gambling operators wishing to advertise must comply with the
advertising codes of practice which apply to the form and media in
which they advertise their gambling facilities or services. This is
a requirement of our ordinary code of practice provision for
We have produced the
Guide to gambling advertising codes - September 2010 which summarises the
three advertising Codes of Practice:
Details of how the codes of practice were developed and what
each cover are outlined below:
Codes of practice set by the Committee of Advertising Practice
(CAP) and the Broadcast Committee of Advertising
Practice (BCAP) cover the content and placement of advertising
and ensure that gambling advertising is socially responsible. The
codes are available on the CAP website.
The rules make clear that advertising should not be aimed at
children and young people and that it does not leave vulnerable
people open to exploitation or harm. Compliance with these rules is
monitored by the Advertising Standards Authority (ASA)
who investigate complaints about advertising. The ASA can judge
whether advertisements breach the rules and take action to remove
Details of how to make a complaint about a gambling
advertisement are available in the complaints section of our website.
Industry Code of Practice
code of practice for advertising - August 2007 should also be
followed by gambling operators.
Sponsorship of British sporting clubs by foreign gambling
A growing number of British sports clubs are obtaining
sponsorship deals with gambling providers based outside Great
Britain. A short advice note on gambling sponsorship is available
to help sports clubs stay within the law:
Sponsorship of British sporting clubs by foreign gambling operators
- advice note - September 2009.
Gambling Advertising Monitoring Unit
The Gambling Advertising Monitoring Unit
(GAMU) has been re-established as a collaborative working forum
(comprising the Gambling Commission, Ofcom, ASA and PhonepayPlus)
committed to working together to share information and address
matters of concern.
Page last reviewed: July 2013