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Gambling advertising rules and regulations

Review of gambling advertising rules

A four strand review of gambling advertising, which seeks to ensure that the regulatory controls are properly examined, especially in relation to children and other vulnerable people, is currently being undertaken and is due to report by the end of 2014:

  • Remote Gambling Association (RGA) will make recommendations to Government on any changes needed to the industry voluntary code, including on the suitability of the 9pm watershed arrangements
  • Committee of Advertising Practice and the Broadcast Committee of Advertising Practice will evaluate the latest evidence in relation to gambling advertising and problem gambling to consider what regulatory implications arise as a result
  • Advertising Standards Authority will report on the proportionality, robustness and consistency of its enforcement action on the gambling rules
  • Gambling Commission will ensure that its current review of Licence conditions and codes of practice (LCCP) (which includes a focus on free bets and bonuses) ensures that all gambling advertising continues to comply with the licensing objectives of the Gambling Act 2005.

Permission to advertise gambling in Great Britain

The Gambling (Licensing and Advertising) Act 2014 requires that only gambling operators licensed by the Gambling Commission are permitted to advertise to consumers in Great Britain or provide them with remote gambling facilities.

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 gambling operators as set out in LCCP.

We have produced a guide to gambling advertising codes which summarises the principal gambling advertising codes:

Sponsorship of British sporting clubs by foreign gambling operators

A number of British sports clubs have sponsorship deals with gambling providers. A short advice note on the gambling industry code for socially responsible advertising, particularly in regard to the branding of children’s replica kits has been published: Sponsorship of British sporting clubs by foreign gambling operators.

Gambling Advertising Monitoring Unit

The Gambling Advertising Monitoring Unit (GAMU) is a collaborative working forum (comprising DCMS, Gambling Commission, Ofcom, ASA, CAP & BCAP and PhonepayPlus) committed to working together to share information and address matters of concern.

Unwanted email and text message (SMS) marketing

Marketing companies are required to offer consumers the opportunity to opt out of receiving email and text message (SMS) marketing.  Discover how to stop or complain about emails and text messages offering gambling products.



Page last reviewed: November 2014