Cookies on the Gambling Commission website

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

Is the advertising for your lottery misleading?

11 January 2018

The Gambling Commission is reminding lottery operators about advertising rules following an ASA ruling.

One of the key licensing objectives is that gambling is conducted in a fair and open way, this includes any advertising carried out by licensed operators.

All licensed gambling operators are expected to comply with the UK Advertising Codes, which are enforced by the Advertising Standards Authority (ASA).

Following complaints about the way the Health Lottery ELM Ltd advertised some prizes the ASA published a ruling on 22 November 2017 (opens in new tab).

Where information about the prizes available in your lottery is published you must make sure this is done in a clear, transparent and unambiguous way so that consumers will be entirely clear of the prizes being offered. In particular, adverts must not mislead by exaggerating the likely winnings available.

We encourage you to seek regular advice about your advertising from the CAP Copy Advice Team (opens in new tab).

Note to editors

  1. Information on marketing and advertising.
  2. More information about how we regulate the gambling industry.
  3. Useful statistics on the gambling industry.

Journalists can contact our press office on 0121 230 6700 or email:

For all media enquiries, please contact the Gambling Commission press office.

Last updated: 24 May 2021

Show updates to this content

No changes to show.

Is this page useful?
Back to top