The Gambling Commission website uses cookies to make the site work better for you. Some of these cookies are essential to how the site functions and others are optional. Optional cookies help us remember your settings, measure your use of the site and personalise how we communicate with you. Any data collected is anonymised and we do not set optional cookies unless you consent.

Set cookie preferences

You've accepted all cookies. You can change your cookie settings at any time.

Skip to main content
  1. Home
  2. Licensees and businesses
  3. Compliance

Gambling and lotteries ads of strong appeal to under 18s

The CAP Code requires that marketing communications for gambling must not be likely to be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture, particularly if they are generally available to view by them ('freely accessible'). Read more about how the ASA views this type of content (opens in a new tab).

You need to take care with the use of imagery, wording and characters used in marketing communications. Ads must not include a person or character whose example is likely to be followed by those aged under 18 years or who has a strong appeal to those aged under 18, such as sports people and celebrities.

To support your compliance with the advertising rules, CAP’s guidance, Gambling and lotteries advertising: protecting under-18s (opens in a new tab), was released in April 2022.

Previous page
Gambling industry code for socially responsible advertising Next page
Advertising and sponsorship in sport

Last updated: 10 November 2022

Show updates to this content

Following an audit the 'Gambling and lotteries advertising: protecting under-18s' link has been updated.

Is this page useful?
-->
Back to top