United Kingdom advertising rules

The UK operates a four-layer advertising framework for gambling:

How the layers interact

1. LCCP SR 5.1.6 makes compliance with ASA/CAP codes a licence condition. This means a breach of the CAP Code is also a breach of licence conditions.
2. For media not explicitly covered by the codes, operators must apply the underlying principles of the codes.
3. The Industry Code goes beyond the statutory/regulatory minimum and is regarded as best practice by the Gambling Commission.

SR 5.1.6 – Compliance with advertising codes

All marketing of gambling products and services must be undertaken in a socially responsible manner. Licensees must comply with the advertising codes of practice issued by CAP and BCAP. For media types not explicitly covered, operators must apply the underlying principles.

Limited exception: Non-remote point-of-sale advertising may feature individuals who appear to be under 25, provided the imagery depicts the sporting or other activity that may be gambled on (not the activity of gambling itself) and complies with all other requirements.

SR 5.1.1 – Rewards and bonuses

As amended in 2025, this provision requires:

SR 5.1.12 – Direct marketing preferences

Remote gambling operators must provide customers with options to control the marketing they wish to receive. Customers must be able to opt out of specific marketing types.

The CAP Code (Committee of Advertising Practice) governs all non-broadcast gambling advertising, including digital, print, direct marketing, and social media.

Primary principle

“Marketing communications for gambling must be socially responsible, with particular regard to the need to protect children, young persons and other vulnerable persons from being harmed or exploited.”

Specific prohibitions

Gambling advertisements must not:

Age thresholds

The BCAP Code governs TV and radio gambling advertising with additional broadcast-specific restrictions.

Key broadcast rules

Gambling Industry Code for Socially Responsible Advertising

This voluntary industry code, referenced by the Gambling Commission as best practice, includes additional commitments beyond the statutory minimum. The Betting and Gaming Council (BGC) members adhere to this code.

Key provisions include:

• No gambling advertising before 9pm watershed on TV
• No gambling sponsorship of programming aimed at children
• Enhanced age-verification for digital advertising targeting
• Voluntary restrictions on frequency during live sports broadcasts

A significant amendment took effect on 1 September 2025, closing a regulatory gap:

Impact on Playbook RG: If Playbook RG content is used by any UK-licensed operator (wherever based), it must comply with the CAP Code in full. This includes social media posts, content marketing, and organic digital content.

Broadcast (TV / radio)

Digital (website, app, display)

Print

Direct marketing

In-venue

Sponsorship

Complete list of content types prohibited in UK gambling advertising:

1. Content suggesting gambling solves financial problems or replaces employment
2. Content suggesting gambling addresses personal problems (loneliness, depression, stress)
3. Content linking gambling to sexual success, seduction, or attractiveness
4. Content portraying gambling as essential to life or superseding family/work
5. Content encouraging irresponsible, repetitive, or uncontrolled gambling
6. Content using peer pressure to encourage gambling
7. Content linking gambling to resilience, toughness, or recklessness
8. Content featuring anyone under 25 in a gambling role
9. Content directed at under-18s through cultural references or media selection
10. Content strongly appealing to under-18s through youth culture references
11. Content featuring children or young persons in gambling contexts
12. “Risk-free” claims when player money is at risk
13. “Free” claims when meaningful conditions exist
14. Misleading bonus or incentive terms
15. Misleading depictions of likelihood, size, or frequency of winning
16. Content exploiting vulnerabilities of children, young persons, or other vulnerable persons
17. Content suggesting skill can overcome chance in games of chance

Disclosures that must appear in UK gambling advertising:

As of 2025, the LCCP has enhanced controls on gambling incentives:

How Playbook RG content types map to UK advertising rules:

Review protocol

For each piece of Playbook RG content deployed in the UK:

1. Check against the prohibited content list
2. Verify required disclosures are present
3. Confirm no under-25 individuals are featured in gambling roles
4. If incentive-related, verify compliance with SR 5.1.1
5. If broadcast, verify scheduling compliance with BCAP
6. If social media, confirm CAP Code compliance (post-September 2025)
7. Ensure British English spelling and GBP currency context

Cross-references: UK compliance module | _brand.yml | UK config overrides | CAP Code Section 16 | BCAP Code Section 17 | LCCP | Governance