Key Moments:
- The UK’s advertising code was updated on 1 September to include all licensed gambling operators, regardless of where they are registered.
- Overseas firms serving the UK—such as those in Gibraltar or Malta—must now follow the same rules for both paid and unpaid marketing.
- The updates focus on curbing irregularities in organic online promotions and ensuring uniform standards across the sector.
Broader Ad Rules for International Operators
The UK’s principal advertising authority has extended the reach of its gambling promotions regulations to cover all overseas-registered companies targeting British consumers. This update, effective from 1 September, addresses a previous gap in the advertising code that allowed certain operators to escape some regulatory oversight.
Equal Treatment in Marketing Standards
Previously, gambling operators licensed to work in the UK but officially based offshore—commonly in places like Gibraltar or Malta—operated under more relaxed advertising requirements. Unpaid marketing efforts, including organic social media posts or website content not tied to a paid campaign, often evaded the scrutiny applied to advertising from UK-registered firms.
Now, these exceptions no longer apply. The new approach mandates that the Committee of Advertising Practice (CAP) Code covers all non-broadcast advertising and promotional activity aimed at UK audiences. This extends to traditional and online platforms, including apps and domains ending in “.uk”. Whether marketing is paid or simply organic content on social media, all must now meet the same compliance standards.
Impact on Gambling Firms and Players
Major international brands such as Flutter Entertainment, Bet365, and Entain—while registered outside the UK—are now obligated to treat all UK-facing marketing according to domestic standards. Regulators aim to deliver more consistency and stronger consumer protections, especially as social media grows in importance for promoting betting brands and potentially reaching younger people.
The focus is specifically on the gambling industry, with no immediate extension planned for other sectors involving offshore operations. A consultation period is underway until December, allowing stakeholders to share feedback before regulators assess the real-world impact of these stricter rules.
Moving Towards Greater Regulatory Consistency
Although immediate effects for players may be subtle, over time the rule change is expected to result in clearer and more responsible messaging from gambling operators online. For operators, this signals the need to rethink strategies for unpaid marketing and a reminder that compliance encompasses everyday digital communications—not just high-profile ad campaigns.
As debate about gambling regulation intensifies in the UK, advertising oversight remains a central concern. Authorities believe the latest adjustments help address ongoing industry pressures and demonstrate a commitment to closing regulatory loopholes.
- Author
Daniel Williams
