The UK’s advertising regulator, the Advertising Standards Authority (ASA), has introduced significant changes to the Committee of Advertising Practice (CAP) Code, aiming to close a loophole that allowed overseas gambling operators to promote their services to UK consumers without adhering to strict regulations. This amendment, effective from September 1, 2025, ensures that all licensed gambling operators, regardless of where they are based, must follow the same marketing rules when targeting UK customers. The change is part of an ongoing effort to ensure a level playing field in the advertising of gambling services, improving consumer protection and regulatory consistency.
New Regulations Extend to Social Media and Digital Platforms
The primary impact of this amendment is on non-paid marketing content, such as social media posts, made by gambling operators. Previously, operators based outside the UK had an advantage as their marketing communications targeting UK consumers were not subject to the same scrutiny and regulations as those from UK-registered firms. This created a situation where overseas operators could use risqué or edgy content to attract new customers, a practice that was prohibited for UK firms. With the new regulations, all licensed gambling operators—whether based in the UK or abroad—must ensure their advertisements on social media platforms, video-sharing sites like YouTube, and any apps targeting UK players adhere to the CAP Code.
This regulatory change also brings operators using websites with a “.uk” domain or paid-for marketing communications under the same compliance obligations as UK-registered operators. This means that foreign firms, like those registered in Malta or Gibraltar, must ensure their content meets the same standards as local firms, leveling the playing field in the highly competitive UK gambling market.
For years, some overseas operators managed to bypass UK advertising regulations by moving their operations abroad, thus escaping the full scope of the rules that applied to UK-based companies. This loophole gave these international firms a competitive edge, enabling them to use more provocative and potentially harmful marketing tactics to lure customers. Examples include using sexually suggestive content, as seen in the case of 1xBet, which was eventually banned in the UK for such advertising practices.
The CAP Code’s extension of its remit to include all gambling firms licensed under the UK Gambling Commission ensures that such ads will now be subject to consistent enforcement by the ASA. As a result, all operators will face the same standards and scrutiny, no matter where they are based, ensuring fairer competition in the market and providing better protection for UK consumers.
Improving Consumer Protection and Regulatory Consistency
Dr. Raffaello Rossi, a senior lecturer in marketing at the University of Bristol, hailed the change as a much-needed improvement. Rossi had long lobbied for this adjustment, arguing that the loophole allowing overseas operators to bypass regulations was an unfair advantage that undermined consumer protection. He described the amendment as an “important, though long overdue” step in improving fairness and consistency in the gambling industry.
“This change ensures that gambling ads targeting UK consumers are now all held to the same standards, making the playing field much more level,” said Dr. Rossi in the regulator’s press release (pdf). “It is a vital move for consumer protection and regulatory consistency across the board.”
The CAP and ASA have opened a consultation period for stakeholders to provide feedback on the implementation of the new rules. According to ASA, this feedback period will run until December 1, 2025, allowing stakeholders to submit comments on how the changes are working in practice. Following this, a formal review will be conducted to assess the impact of the changes and make adjustments if necessary.
While the extended rules apply only to the gambling sector, they reflect a broader trend towards stricter advertising regulations, especially in sectors where vulnerable consumers may be targeted. The hope is that these new regulations will prevent the exploitation of loopholes and ensure that all gambling operators are held to the same standards, regardless of where they are located.
