Investigations into online gambling advertisements heightened due to numerous regulatory violations
In the rapidly evolving landscape of online gambling, the UK is actively regulating the industry to ensure compliance with legal regulations and ethical guidelines. The Gambling Commission oversees operator compliance, while the Advertising Standards Authority (ASA) regulates advertising content under the UK Code of Non-broadcast Advertising and Direct & Promotional Marketing (CAP Code).
However, the industry faces challenges in keeping pace with digital media and gambling product innovation. Rising concerns about influencer-driven ads and peer-to-peer gambling promotions exploiting social environments and youth culture have emerged. This was highlighted in a 2025 ASA ruling against LEBOM, where gambling ads featuring influencers promoting peer-to-peer betting apps in a social and casual drinking context were deemed inappropriate and potentially exploitative.
Recent developments reflect the ongoing tightening of controls. The ASA upheld complaints against 777.com, a subsidiary of 888 UK Ltd, in November. The company was accused of sending targeted advertisements offering free spins on casino games to recovering gambling addicts, many of whom were part of voluntary self-exclusion programs. The ASA's decision emphasises that companies are accountable for the ads they benefit from, regardless of who produced them.
The development of an industry that supports the social fabric of the UK, not one that hinders it, is crucial for the future of online gambling. The actions of Sky Vegas, which contravened ethical guidelines by sending targeted advertisements to recovering addicts, are a blow to the industry's public profile.
The UK gambling industry needs to show commitment to responsible and sustainable gambling to retain lucrative sports sponsorship and advertising rights. If the industry is to thrive, providers need to actively take the lead in encouraging and upholding responsible practices across the market. The current regulations for online gambling advertising in the UK are under increased scrutiny due to recent regulatory breaches and unethical practices.
The ASA holds gambling providers responsible for the content of all affiliate advertisements. A notable case involved a 777.com advertisement offering free spins on a casino game with a built-in timer, but the free spins did not stop when the timer ended. The development of an industry that prioritises responsible gambling practices is essential to maintain public trust and ensure the long-term sustainability of the UK's online gambling sector.
References: 1. The Guardian 2. BBC News
- In the UK, there's a growing emphasis on responsible gambling within the online casino-and-gambling industry, with the Advertising Standards Authority (ASA) holding providers accountable for the content of affiliate advertisements, such as those offering free spins on casino-games, even if produced by third parties.
- In light of regulatory breaches and unethical practices, the UK's gambling advertising regulations are under increased scrutiny. The industry must commit to sustainable and responsible gambling to maintain public trust and ensure the long-term success of the online casino-games sector, by upholding ethical guidelines and avoiding actions that could hindere the social fabric of the UK, like sending targeted ads to recovering gambling addicts.
