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Advertising/marketing rules and regulations

Although advertising regulation is the responsibility of the Advertising Standards Authority, it is part of your licence conditions and codes of practice that you adhere to the advertising guidelines.

LCCP: Ordinary code 5.1.6
LCCP: social responsibility code 5.1.7

Permission to advertise gambling in Great Britain

Only gambling businesses licensed by the Gambling Commission are permitted to advertise to consumers in Great Britain or provide them with remote gambling facilities. 

If you want to advertise in Great Britain you must comply with the advertising codes of practice which applies to the form and media in which you plan to advertise your gambling business. 

The principal gambling advertising codes that apply are:

Sponsorship of British sporting clubs by foreign gambling operators

A number of British sports clubs have sponsorship deals with gambling providers. 

Sponsorship of British sporting clubs by foreign gambling operators is a short advice note on the gambling industry code for socially responsible advertising, particularly in regard to the branding of children’s replica kits.

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.  

Young people in marketing material

As a general rule, marketing communications must not include a child or a young person (for the purposes of these rules, children are people of 15 and under and young persons are people of 16 or 17). No one who is, or seems to be, under 25 years old may be featured gambling or playing a significant role. 

Individuals who are, or seem to be under 25 years old (18-24 years old) may be featured playing a significant role only in marketing communications that appear in a place where a bet can be placed directly through a transactional facility; for instance, a gambling operator’s premises or own website. 

In all others instances, including social media, under 25s must not feature. CAP Gambling Consultation Regulatory Statement: Betting websites featuring individuals under the age of 25

Marketing of promotional offers, such as free bets and bonuses

As a general rule, conditions and factors which are likely to affect a consumer’s decision to participate in a promotion (such as - but not limited to – restricted odds and deposit, wagering and withdrawal requirements) must appear, with sufficient prominence, in the advert itself. Our advice would be: if unsure, include it. If time or space is genuinely limited (for example a small pop-up banner) then these conditions must be made available within one click. 

Marketing material must not amount to or involve misleading actions or misleading omissions. These rules apply to all forms of marketing communications, including social media and affiliate marketing.

Important reading