Advertising and marketing rules and regulations
The following code is relevant to this section:
LCCP: Social responsibility code 5.1.6 (Compliance with advertising codes)
Operators should refer to LCCP provision 5 (Marketing) for the full set of code provisions relevant to marketing and advertising.
The advertising of gambling products and services must be undertaken in a socially responsible manner and you must comply with the UK Advertising Codes issued by the Committees of Advertising Practice (CAP) and administered by the Advertising Standards Authority (ASA).
For media not explicitly covered you should apply the principles included in these codes of practice as if they were explicitly covered.
You should pay particular attention to the following sections of the Codes:
- 3 Misleading advertising (opens in a new tab)
- 8 Promotional marketing (opens in a new tab)
- 16 Gambling (opens in a new tab)
- 17 Lotteries (opens in a new tab).
UK Code of Broadcast Advertising (BCAP Code) (opens in a new tab)
- 3 Misleading advertising (opens in a new tab)
- 17 Gambling (opens in a new tab)
- 18 Lotteries (opens in a new tab)
- 22 Premium-rate telephone services (opens in a new tab).
For free and paid-for advice on making your ads compliant with the Codes you can contact CAP’s Copy Advice team (opens in a new tab). Please also be aware that CAP and BCAP have published its Gambling Consultation update (opens in a new tab) which includes newly strengthened guidance on the protection of adult audiences and technical updates to the introductory parts of the UK Advertising Codes’ gambling section.
Next pageGambling industry code for socially responsible advertising
Last updated: 13 April 2022
Show updates to this content
Format changes 13/04/2022