Enhanced regulations imposed on marketing for gambling activities by ASA
The UK's Gambling Commission is reinforcing the rules on advertising that operators must comply with, covering all non-broadcast advertising - including social media, websites, apps, blogs, and print. This update, which comes into effect in the coming months, aims to ensure clarity and transparency in ad presentation, potentially foregoing viral content.
Under the new regulatory framework, affiliates, influencers, and content creators now have direct responsibility for adhering to these rules when publishing material on behalf of licensed operators. This includes non-sponsored posts on social media, influencer content, YouTube and TikTok videos, blogs, apps targeted at British players, and .uk domain sites.
Operators registered in Malta or Gibraltar will no longer be able to use more flexible rules to target the British public without meeting local compliance standards. Smaller offshore companies face pressure to allocate resources to compliance and audit their social media marketing campaigns.
The Committee of Advertising Practice (CAP) has expanded the CAP Code to cover all public communication by licensed operators targeting the UK public, regardless of location. The ASA Council determines that ads should be changed or removed and publishes its decisions.
Recently, Meta has strengthened its gaming ads policies, while TikTok only allows such advertising with prior written approval in specific markets. The ASA has already shown its stance on tone and image, banning ads that glamorize alcohol and gambling together and vetoing promotions targeting young audiences.
In addition, from October 2025, operators in the UK will have to ask customers to set a financial limit before their first deposit and offer clearer protections for player funds. These measures are part of a broader effort to promote responsible gambling and protect consumers.
The new rules are incorporated into the Licensing Conditions and Codes of Practice of the Gambling Commission. Infringements will be handled through licensing sanctions. A three-month public consultation, open until December 1, 2025, will gather sector opinions on the proportionality of these rules and decide if affiliates should be treated differently from operators.
Regulators in the US are considering regulations on promotions conducted by influencers, suggesting a global trend towards stricter oversight of gambling advertising. The future of iGaming regulation may involve increased reliance on platform cooperation due to the ASA's lack of resources to monitor large-scale online campaigns.
Spain has imposed strict restrictions on football sponsorships, another example of the growing global focus on responsible gambling practices. As the landscape of online gambling regulation continues to evolve, stakeholders must adapt to these changes to ensure compliance and maintain a responsible approach to advertising.
