The UK’s Gambling Ads Crackdown Isn’t Over Yet

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As digital platforms evolve and public concern grows, the UK’s gambling ad rules are under increasing scrutiny.

Love them or loathe them, gambling ads are hard to miss in the UK, whether you’re watching football, scrolling on TikTok, or checking the scores. But they’re also some of the most tightly regulated in the world. Whether it's bingo, a luxury casino or an online casino, there are strict rules to protect consumers. 

The current framework stems from the Gambling Act 2005, which was fully enacted in 2007. It allowed licensed operators to advertise on TV, radio, and online, provided they followed strict codes set by the Advertising Standards Authority (ASA). These include the BCAP Code for broadcast and the CAP Code for everything else.

Key rules prohibit gambling ads from suggesting gambling boosts financial status or attractiveness, using characters that appeal to children, or featuring anyone under 25 engaging in gambling. Ads must also explain bonuses clearly and avoid pressuring consumers.

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Stricter Rules Since 2018

Following growing concerns about youth exposure, regulators have cracked down. Ads can’t appear in media aimed at under-18s or in spaces with a significant child audience. In 2022, the “strong appeal” test was introduced, banning content likely to resonate with young people, affecting influencers and sports figures with youthful fan bases. Despite this some have fallen foul of the rules. 

The Betting and Gaming Council (BGC) also introduced voluntary measures, such as limiting pre-watershed TV ads and adding safer gambling messages. Critics say self-regulation isn’t enough.

White Paper Reforms and Premier League Shift

The 2023 Gambling White Paper acknowledged that advertising can disproportionately impact those at risk of harm. It led to tighter controls on bonuses and direct marketing, with most changes implemented in 2024 and 2025.

Meanwhile, the Premier League agreed to phase out front-of-shirt gambling sponsors by the end of the 2025–26 season, signalling a wider cultural shift, though some argue it doesn’t go far enough.

What’s Next?

As of early 2026, the government says it’s watching the data before acting further. But momentum is building for more restrictions, particularly on digital targeting and influencer marketing.

With public concern, the anti gambling lobby calling for more changes and political pressure rising, advertisers should expect increased scrutiny, and possibly even tougher rules ahead.