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Gambling marketing and advertising

Responsibility for regulating gambling marketing and advertising is shared with a number of partner agencies. We work closely with these partners to ensure a collaborative and effective approach to regulation.

Advertising Standards Authority (ASA)

The ASA (opens in a new tab) is the UK’s independent regulator of advertising across all media. It applies the Advertising Codes, which are written by the Committees of Advertising Practice (CAP). Its work includes acting on complaints and proactively checking the media to take action against misleading, harmful or offensive advertisements.


Ofcom (opens in a new tab) is the communications regulator in the UK.

The Gambling Act 2005 imposes a duty on Ofcom to set, review, and revise standards for gambling advertisements on TV and radio. However, Ofcom has subcontracted responsibility for the regulation of most forms of broadcast advertising to the ASA. Ofcom is the back-stop regulator and retains overall responsibility for the advertising rules.

Ofcom retains principal responsibility for the enforcement of rules relating to TV programme sponsorship and teleshopping.

Information Commissioner’s Office (ICO)

The ICO (opens in a new tab) is the UK’s independent authority set up to uphold information rights in the public interest, promoting openness by public bodies and data privacy for individuals.

The ICO enforces the Privacy and Electronic Communications Regulations (PECR) which sits alongside the Data Protection Act. PECR contains specific rules on marketing calls, emails and texts, and the use of cookies (and similar technologies).

Phone-paid Services Authority (PSA)

The PSA (opens in a new tab) is the UK regulator for content, goods and services charged to a phone bill.

Gambling operators offering Premium rate services (PRS) are required to comply with the PSA Code of Practice and the Remote Gambling Notice of Special Conditions.

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