Gambling advertising rules in the UK

Who sets the gambling advertising rules in the UK

Three bodies are involved. The Committee of Advertising Practice writes the codes, the Advertising Standards Authority (ASA) rules on complaints, and the Gambling Commission makes following the codes a condition of every operator's licence through LCCP 5.1.6. So a breach can lead to an ASA ruling and, in serious cases, to the Commission looking at the licence.

You can read the full non-broadcast rules in CAP Code section 16 on the ASA site (opens in a new tab). For the wider picture of how gambling is regulated, start at our UK rules for casino apps hub.

Protecting under-18s: the strong appeal rule

The starting point of section 16 is that gambling marketing must be socially responsible, with particular care for under-18s and vulnerable people. The sharpest test is CAP rule 16.3.12: a gambling ad must not be of strong appeal to children or young persons.

That wording came in on 1 October 2022, replacing the older test of "particular appeal". The test is about how an ad is likely to come across to under-18s, so imagery, characters, language and the place the ad runs all count. The ASA's advice on appeal to children (opens in a new tab) sets out how it applies the test.

CAP and BCAP updated their guidance on protecting under-18s on 14 October 2025, and an ASA enforcement notice dated 4 June 2026 noted that breaches of 16.3.12 still occasionally appear on social media. Our page on young people and gambling apps covers what parents can do at the device level.

The 25+ rule for people shown in gambling ads

CAP rule 16.3.14 says nobody who is, or seems to be, under 25 should be shown gambling or playing a significant role in a gambling ad. The "seems to be" part is important: an actor aged 27 who looks 21 can still cause a breach.

There's one exception. Adults aged 18 to 24 can appear in marketing at a place where a bet can be placed directly, such as an operator's own website or app, for example in a product image. The ASA's guidance on featuring under-25s (opens in a new tab) adds that featuring under-25s on social media is unlikely to be acceptable.

These are rules about who appears in ads, not about who can play. The legal age to gamble in a UK casino app is 18, and operators must check it before you deposit or play. See our age verification rules page.

How casino offers must be advertised under UK rules

Most casino app adverts are really adverts for an offer, so the promotions rules in CAP section 8 matter as much as section 16. CAP rule 8.17 requires significant conditions to be communicated clearly and prominently, and the Commission's LCCP 5.1.9 says they must be shown at the point of sale and in ads. Where space is short, the ad must say conditions apply, include as many as it can and, online, keep the full terms no more than one click away.

The word "free"

The ASA's guidance on free bets and bonuses (opens in a new tab) says marketers shouldn't describe an offer as free if you have to risk your own money to qualify, and should steer clear of wording that suggests there's no risk unless your own money genuinely isn't at stake. That's why compliant ads put the condition beside the word, as in "bet £10, get 100 free spins".

For a reader, this is useful. If an advert's headline sounds too clean, look for the line of terms underneath, then read the full terms before you pay. Our guide to reading casino app bonus terms shows what to look for, and the 10x wagering cap page explains the current limit.

ASA rulings on gambling ads: examples

ASA rulings show how the rules are read in practice. Several turn on a single missing or buried condition.

In the Apollo Entertainment ruling (opens in a new tab), the ASA also said the email should have stated that terms "apply" rather than "may apply". Under today's 10x cap, the 60x wagering in that case couldn't be offered at all.

The William Hill case is a reminder to check which deposit methods count. Our payment methods excluded from bonuses page explains why e-wallets are often left out, and our William Hill Vegas app review covers that brand's app.

Gambling advertising rules in app stores and casino apps

On phones, platform rules sit on top of the advertising codes. Google Play's real-money gambling policy (opens in a new tab) says gambling ads in apps must follow local ad licensing rules, must not be shown to or target users known to be under 18, and aren't allowed in apps in its Designed for Families programme. Ads for gambling apps must also show responsible gambling information on the landing page, the store listing or inside the app.

Google's gambling application form adds requirements for the app itself: an Adults Only rating, a responsible gambling statement with local help resources, an 18+ notice, and no install incentives in the store listing. Apple rates real-money gambling apps 18+ and requires them to be free to download. Our guides to Google Play rules for casino apps and the wider app store rules go into more depth.

Promotions inside a casino app, such as a banner in the lobby, are still marketing. The same expectations about significant conditions and the word "free" apply, whether you see the offer on a billboard or in the app you've installed.

How to check a gambling ad on your phone

You don't need to know the code numbers to spot a weak ad. Run through these checks when an offer catches your eye.

1. Look for 18+ and a statement that terms apply. Their absence is a warning sign.
2. Find the qualifying deposit or spend, and check it's in pounds you're happy to spend on entertainment.
3. Check the wagering requirement. Anything above 10x on a bonus shouldn't appear from a UK licensee since 19 January 2026.
4. Check time limits and which games and payment methods count.
5. Confirm the operator is licensed by the Gambling Commission before you download anything. Our guide on spotting an unlicensed casino app shows how.
6. If an ad seems misleading or aimed at children, you can raise it with the ASA, the body that rules on complaints about ads.

What the advertising rules don't cover

The advertising codes govern what an ad says and who it targets. They don't decide whether you receive direct marketing by email, text or phone; that's your choice under the gambling marketing consent rules. Nor do they set bonus structure, which is the job of the Commission's rules on wagering and on mixed-product bonuses.

Some changes to gambling marketing are voluntary agreements rather than code rules. For example, the 2023 white paper records that the Premier League agreed to remove front-of-shirt gambling logos from the 2026/27 season.

Timeline of UK gambling advertising rules

UK casino apps with clearly stated welcome offers

The three offers below are from Gambling Commission licensees, and we show each with its significant conditions beside it, the way the advertising rules expect. 18+ and terms apply; please read the full terms in the app before you deposit.

• Coral Casino: bet £10 on slots, get 100 free spins. 18+, new players, offer runs 1 October 2026 to 1 February 2027. Deposit (certain types excluded) and bet £10 or more on slots; the 100 spins are on selected games at 10p each, must be accepted within 48 hours and are valid for 7 days. No wagering on free spin winnings. Neteller, PayPal, Paysafe, Skrill, prepaid cards and certain debit cards don't qualify.
• Ladbrokes Casino: play £10 on slots, get up to 500 free spins. 18+, new customers. Deposit and spend £10 or more on slots for 50 free spins a day over your first 10 days (500 maximum), 10p each on selected games, claimed before 23:59 each day and valid for 7 days. No wagering. Deposits by prepaid card, PayPal, Paysafe, Neteller, Skrill and Moneybookers don't qualify.
• PlayOJO: 80 free spins with no wagering. 18+, new UK customers excluding Northern Ireland; first deposit of £10 or more. The 80 spins are on Big Bass Bonanza at 10p each and winnings are paid in cash. It can't be combined with other offers and is available only through the designated offer link.

Each one is a slot offer. Table games and live casino aren't part of them, and the house edge applies to every spin, so treat any offer as entertainment with a cost. Our pages on the Coral welcome bonus and the PlayOJO welcome bonus give fuller worked examples.

18+. Every casino game has a built-in house edge, so over time you should expect to lose what you stake. Set a budget before you play and stop when it’s gone: safer gambling tools and support. Free, confidential help: National Gambling Helpline 0808 8020 133.