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Gambling advertising: how is it regulated?

Gambling operators selling into the British market must have a Gambling Commission licence to transact with, and advertise to, British consumers. The commission’s licence conditions and codes of practice require operators to comply with the advertising codes, administered by the Advertising Standards Authority (ASA). The codes aim to ensure that gambling adverts do not:

• portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm.
• exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons.
• suggest that gambling can be a solution to financial concerns.
• link gambling to seduction, sexual success or enhanced attractiveness.
• be of strong appeal to children or young persons, especially by reflecting or being associated with youth culture.
• feature anyone gambling or playing a significant role in an advert if they are under 25 years old (or appear to be under 25).

Adverts that breach the codes have to be amended or withdrawn. If serious or repeated breaches occur, the ASA can refer advertisers to the Gambling Commission and broadcasters to Ofcom.

Gambling advertising has increased substantially since the Gambling Act 2005 came into force in September 2007. This has led to concerns about the impact of advertising on children, young people, and vulnerable adults.