Advertising gambling
Advertising gambling

The following Commercial guidance note provides comprehensive and up to date legal information covering:

  • Advertising gambling
  • Key provisions
  • Gambling Act 2005
  • CAP and BCAP Codes
  • Children
  • Free bets and bonuses
  • Licence conditions and codes of practice
  • Gambling Industry Code for socially responsible advertising
  • Good practice guidance

This Practice Note focuses on gambling-specific rules for advertising:

  1. Key provisions

  2. Gambling Act 2005

  3. CAP and BCAP Codes

  4. Children

  5. Free bets and bonuses

  6. Licence conditions and codes of practice

  7. Gambling Industry Code for socially responsible advertising

  8. Good practice guidance

The Gambling Commission is the main regulator of gambling activities in Great Britain, although the Advertising Standards Authority (ASA) regulates advertising activities.

The main legislation covering gambling is the Gambling Act 2005 (GA 2005) and the Gambling (Licensing and Advertising) Act 2014 (G(LA)A 2014). Different legislation applies in Northern Ireland.

Key provisions

The following rules apply to gambling advertising in Great Britain:

The Gambling Act 2005, Part 16

GA 2005, Pt 16 deals with advertising and provides the extent and circumstances to which GA 2005 applies. See: Gambling Act 2005 below.

The Gambling (Licensing and Advertising) Act 2014

G(LA)A 2014 extended the scope of the regulatory regime governing remote gambling under GA 2005 and came into force on 1 November 2014. G(LA)A 2014 requires (via amendments to GA 2005) that any operator wishing to transact with consumers in Britain must obtain an operating licence from the Gambling Commission.

CAP and BCAP Codes

The UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code) applies to non-broadcast advertising, and the UK Code of Broadcast Advertising (BCAP Code) applies to broadcast advertising. Both include specific rules relating