Gambling and Gaming
Key points
- Gambling ads must never appeal to under-18s or feature people who appear under 25
- All gambling advertising must include responsible gambling messaging
- Free bets and bonuses have strict rules about how they’re presented
- The industry is under increasing regulatory scrutiny
What the Code says
The Code of Practice requires that copywriters “comply with all relevant advertising codes and regulations” and specifically notes gambling as a sector with “additional regulatory requirements.”
Gambling advertising is one of the most heavily regulated areas. The rules are designed to protect vulnerable people, particularly children and problem gamblers. Violations can result in significant penalties for operators.
The regulatory framework
Gambling advertising is regulated by:
- Gambling Commission — the statutory regulator, sets licence conditions
- ASA/CAP — enforces the advertising codes
- BCAP — broadcast advertising code
- Industry bodies — BGC members have additional voluntary commitments
The legal framework
Under the Gambling Act 2005 and licence conditions, operators are responsible for ensuring their advertising is socially responsible. The Gambling Commission can take action — including licence revocation — for advertising failures.
Protecting under-18s
This is the most critical area. Gambling advertising must never:
Appeal to children or young people
- No use of children in ads (even in background scenes)
- No animated characters, cartoons or child-friendly styles
- No references to youth culture, trends or language
- No use of celebrities or influencers popular with under-18s
Feature young-looking people
Anyone who appears in gambling advertising must be, and clearly appear to be, 25 or over. This applies to models, actors, and anyone featured — not just the “talent.”
Be placed where children will see it
- No advertising during or around children’s programmes
- No advertising on websites or social media aimed at under-18s
- No outdoor advertising near schools
The “under 25 rule”
This is strictly enforced. Even if someone is actually 30, if they look like they could be under 25, they cannot feature in gambling advertising. Always check with compliance.
Responsible gambling messaging
All gambling advertising must include responsible gambling messages and support information:
Required elements
- Age restriction statement (18+ or similar)
- BeGambleAware.org reference
- “When the fun stops, stop” or equivalent messaging
- Clear terms for any promotions
Prominence
Responsible gambling messages must be prominent and clear, not hidden or minimised. The 18+ logo should be clearly visible, not tucked in a corner.
Tone
Ads should present gambling as entertainment, not as a way to make money, solve problems, or improve social status.
What you can’t say
Gambling advertising must not:
Encourage irresponsible gambling
- Suggest gambling can solve financial problems
- Encourage chasing losses
- Suggest skill can overcome chance (where it can’t)
- Create urgency to gamble (“bet now!”)
Exploit vulnerabilities
- Target or appeal to problem gamblers
- Suggest gambling is a solution to personal problems
- Link gambling to seduction or sexual success
- Suggest gambling enhances personal qualities
Mislead
- Exaggerate winning chances
- Hide significant conditions on bonuses
- Use fictional testimonials
- Suggest winning is certain or easy
Free bets and bonuses
Promotional offers are heavily regulated:
Clarity requirements
- Significant terms must be stated clearly, not just in T&Cs
- Wagering requirements must be disclosed
- Time limits must be clear
- Restrictions (minimum odds, excluded markets) must be prominent
Presentation
- “Free bet” must genuinely be free — if there are conditions, they must be clear
- “Risk-free” claims require careful substantiation
- Comparisons with previous offers or competitors must be accurate
Example of problematic vs compliant:
Problematic: “FREE £50 BET!” (with conditions hidden in footnotes)
Better: “Get a £50 free bet when you bet £50. Min odds 2.0, wagering requirements apply.”
Increasing restrictions
The Gambling Commission continues to tighten rules on bonuses and promotions. What was acceptable a year ago may not be now. Always check current guidance.
Regulatory trends
The gambling advertising landscape is evolving rapidly:
Recent changes
- Voluntary watershed ban on TV gambling ads (pre-9pm)
- Restrictions on shirt sponsorships
- Tighter rules on social media advertising
- Enhanced age verification requirements
Future direction
The 2023 Gambling Act White Paper signalled further restrictions. The industry is moving towards even more responsible advertising practices, sometimes ahead of regulation.
If you’re writing for gambling clients, expect the rules to get stricter. Build compliance awareness into your work from the start.
Summary
Gambling copywriting requires navigating strict rules designed to protect vulnerable people. The industry is under sustained regulatory and public pressure, and operators take compliance seriously.
Focus on entertainment value rather than winning, ensure responsible gambling messaging is prominent, and never create anything that could appeal to under-18s. When in doubt, check with the client’s compliance team.