The UK advertising code is set to hone in on a specific loophole, as it tightens framework around gambling industry marketing.
Per the requirements of holding a UK Gambling Commission licence, operators must adhere to the Committee of Advertising Practice (CAP) code.
However, prior to the amendment, the CAP code stated that the guidelines did not apply to “marketing communications on websites, apps and cross-border platforms (for example social media platforms or retail platforms)” unless the non-paid-for marketing was from marketers with a UK-registered address.
As a result, the code did not apply to those licensed by the UKGC but with a registered address outside the UK.
Examples of this include 32Red Limited, Petfre (Gibraltar) Limited, the operator of Betfred’s online division, and Evoke, the owner of a number of UK-based brands including William Hill and 888casino, all of which are registered in Gibraltar.
Following the amendment, the exception has now been extended to include those who are subject to licensing conditions requiring compliance with the CAP Code, which are imposed by either a UK public authority or UK public body – including the UKGC.
Its a shift that reflects the global nature of the gaming industry.
The amendment notice explained: “Many gambling operators who target UK consumers through marketing posts on their social media channels are registered outside the UK. CAP has therefore amended the scope of its Code to ensure such posts by these licensed operators are held to the same standard as marketing posts from UK-registered gambling operators on their social media channels.
“The amendment ensures all marketing communications targeted at UK consumers by licensed gambling operators are regulated and held to account by the same body (i.e. the ASA). The amendment to the scope of the Code is therefore made in line with better regulation principles, particularly to support consistency in regulation.”
The ASA takes action
The Advertising Standards Authority is charged with reviewing potential breaches of the CAP code, and a number of operators have fallen foul of the authority in 2025.
In March, PokerStars was ordered to drop an Instagram campaign featuring the football influencers Rory Jennings and Adam McKola for displaying irresponsible and potentially harmful gambling messaging to consumers.
In June, the ASA upheld two complaints against Ladbrokes for an advertisement it deemed to be of possibly strong appeal to those under the age of 18.
The ad in question featured ‘Ladbucks’, the operator’s free-to-play games currency, which the ASA deemed could be of appeal to minors due their similarities to the game currencies of ‘V-bucks- from Fortnite and ‘Robux’ from Roblox.
More recently, Play’n Go Malta landed in hot water for three adverts featuring an Easter Bunny, a robot DJ and cartoon princesses.
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