New restrictions for gambling adverts

New guidance on the rules for advertising gambling and gaming

The Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) have launched gambling advertising guidance (PDF, 402KB). The new guidance aims to ensure that gambling advertising does not encourage or condone risky or irresponsible behaviour.

The guidance will restrict adverts which emphasise skill or knowledge and could lead to the wrong perception of risk levels. This means gambling companies cannot promote products which suggest someone’s skill could help them make a particular selection or choose a more complex product. 

Adverts which present gambling as a way to be part of a community based on skill are also restricted. Messaging relating to general community participation such as online social interaction will still be permitted.

Gambling companies will also be restricted from implying that money back, free bets or enhanced odds offers can reduce risk. This restriction builds on existing guidance cautioning against the implication that an activity or offer is without risk. CAP said it was not intended to prevent particular offers from being made but covered how these were presented in advertising.

CAP said the rules applied in spirit as well as in letter, and marketers should take particular care when preparing social media campaigns. It reminded gambling companies the guidance, and the CAP and BCAP Codes which it was interpreting, applied also to affiliates and third parties.

Find out more about the CAP and BCAP Advertising Codes.

First published 29 November 2021