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AI powered content marketing sweep to protect children

04 June 2026

Operators are advised that a new compliance check on content marketing is being launched.

Today the Committee of Advertising Practice (CAP) published an enforcement notice (opens in new tab) directed at all gambling businesses.

The notice focuses on its expectations that no content marketing should be of strong appeal to those under 18 years old.

Launching on 11 June the sweep will employ an AI-based Active Ad Monitoring System (opens in new tab) and involve partnerships with social media platforms.

The notice warns operators: “If we identify ads that break the rules, we will require you to amend or remove the ad immediately and, if you fail to comply, we will impose sanctions, which may include referral to the platform hosting the ad and/or the Gambling Commission.”

Operators are reminded that all advertising, including consumer facing social media posts, must be socially responsible and must comply with the advertising codes issued by the Committee of Advertising Practice and the Broadcast Committee of Advertising Practice.

These rules are designed to ensure that marketing communications for gambling products are socially responsible, with particular regard to the need to protect children, young persons under 18 and other vulnerable persons from being harmed or exploited by advertising that features or promotes gambling.

The Commission works closely with the Advertising Standards Authority (ASA), and if a gambling firm is found to be in serious or repeated breach of the rules we can take tough action, including issuing fines.

In addition to consulting the ASA’s guidance within the enforcement notice operators are also advised to read the body’s content marketing remit statement (opens in new tab) and its latest post keeping gambling advertising responsible and protecting young people (opens in new tab).

Last updated: 4 June 2026

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