Gambling

Helpful guidance on the advertising rules for gambling ads, and examples of previous Advertising Standards Authority rulings in this area

The gambling and betting advertising rules are designed to ensure that ads are socially responsible, with particular regard to the need to protect children, young persons under 18 and other vulnerable groups from being harmed or exploited by advertising that features or promotes gambling and betting.

Ads cannot imply gambling can solve financial or personal problems or that it is indispensable, a rite of passage or linked with sexual success. Any incentive, inducement or reward must be set out clearly, including significant terms and conditions that apply, and should be proportionate to the amount of money and time spent by the player.

The advertising rules for gambling and betting ads are underpinned by the Gambling Act, which states prize competitions that require payment to enter must rely on entrants exercising skill or judgment or displaying knowledge. If entrants only have to pay and nothing else, this is considered a lottery and is regulated by the Competition and Markets Authority (CMA).

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Latest rulings

WHG (International) Ltd t/a William Hill Online
- Upheld
- App (own claim)
- 29 October 2025
An in-app ad promoting an offer for a game in the William Hill app misleadingly contradicted the terms and conditions that applied to the offer.
Betway Ltd
- Upheld
- Social media (paid ad)
- 22 October 2025
A pre-roll ad on YouTube for Betway featured the Chelsea FC logo in a manner which was likely to be of strong appeal to under-18s.
Bonne Terre Ltd t/a Sky Bet
- Upheld
- Social media (paid ad)
- 22 October 2025
[Republished ruling] A promoted tweet for Sky Bet featured Gary Neville, a person who was likely to be of strong appeal to under-18s.
Eaton Gate Gaming Ltd t/a Kwiff
- Upheld
- Social media (own site)
- 22 October 2025
A post on Kwiff’s X account featured Sir Lewis Hamilton, a person who was likely to be of strong appeal to under-18s.

View all rulings

Relevant codes

Gambling

Helpful guidance on the advertising rules for gambling ads, and examples of previous Advertising Standards Authority rulings in this area

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Latest rulings

WHG (International) Ltd t/a William Hill Online

Betway Ltd

Bonne Terre Ltd t/a Sky Bet

Eaton Gate Gaming Ltd t/a Kwiff

Help getting it right

Popular advice

Promotional marketing: terms and conditions and significant conditions

Gambling and lotteries advertising: protecting under-18s

Gambling, betting and gaming: Appeal to children

Relevant codes

16 Gambling

18 Lotteries

17 Gambling

21 Betting tipsters

17 Lotteries