Gambling

Helpful guidance on the advertising rules for gambling ads, and examples of previous Advertising Standards Authority rulings in this area

The gambling and betting advertising rules are designed to ensure that ads are socially responsible, with particular regard to the need to protect children, young persons under 18 and other vulnerable groups from being harmed or exploited by advertising that features or promotes gambling and betting.

Ads cannot imply gambling can solve financial or personal problems or that it is indispensable, a rite of passage or linked with sexual success. Any incentive, inducement or reward must be set out clearly, including significant terms and conditions that apply, and should be proportionate to the amount of money and time spent by the player.

The advertising rules for gambling and betting ads are underpinned by the Gambling Act, which states prize competitions that require payment to enter must rely on entrants exercising skill or judgment or displaying knowledge. If entrants only have to pay and nothing else, this is considered a lottery and is regulated by the Competition and Markets Authority (CMA).

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Latest rulings

LiveScore Betting & Gaming (Gibraltar) Ltd t/a LiveScore Bet
- Upheld
- App (paid ad)
- 04 June 2025
Two in-app ads seen on the LiveScore app were inappropriately targeted towards under-18s.
Whaleco UK Ltd t/a Temu
- Upheld
- In-game (apps)
- 07 May 2025
An in-game ad was likely to cause serious or widespread offence.
Fitzdares Ltd
- Not upheld
- Social media (own site)
- 16 April 2025
A post on ex-England cricketer, Stuart Broad’s X page promoting a bookmaker did not break our gambling rules as he was not likely to be of strong appeal to under-18s.
Stars Interactive Ltd t/a PokerStars
- Upheld
- Social media (own site)
- 26 March 2025
An Instagram ad portrayed gambling behaviour that was socially irresponsible by trivialising gambling, encouraging repetitive participation and describing gambling as an investment.

View all rulings

Relevant codes

Gambling

Helpful guidance on the advertising rules for gambling ads, and examples of previous Advertising Standards Authority rulings in this area

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LiveScore Betting & Gaming (Gibraltar) Ltd t/a LiveScore Bet

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Popular advice

Gambling, betting and gaming: Appeal to children

Promotional marketing: terms and conditions and significant conditions

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Relevant codes

18 Lotteries

21 Betting tipsters

17 Gambling

17 Lotteries

16 Gambling