The Committee of Advertising Practice (CAP) has updated its advertising guidelines to close loopholes that allowed overseas gambling operators to target UK consumers with advertisements. Previously, non-UK registered licensed gambling operators were not bound by CAP guidelines in content marketing.
According to the announcement by the Advertising Standards Authority (ASA), starting from September 1, all non-paid marketing content targeting UK consumers must comply with CAP regulations, even if the advertiser does not have a registered address in the UK. This means that marketing posts by overseas gambling operators on social media must adhere to the same rules and standards as those registered in the UK, ensuring consumer protection and regulatory consistency.
The UK Gambling Commission's licensing conditions require operators to comply with the CAP Code (Gambling Industry Regulatory Code), and the ASA Council can make rulings on any licensed gambling operator's advertisements, regardless of their headquarters location. CAP emphasizes that this revision applies only to gambling advertisements and will not extend regulations to other advertisers without a UK registered address.
CAP has stated that it will review the impact of this amendment in three months and has invited stakeholders to provide feedback by December 1.
Recently, the ASA has made rulings on several gambling advertisements, including:
South African gambling operator Hollywoodbets: A 16-year-old teenager complained that he saw the brand's banner advertisement on April 10 in the Virtual Football League and EA SPORTS FC website, and ASA supported the complaint.
Sports betting app LEBOM: The regulatory body determined that two social media advertisements published in April encouraged irresponsible gambling and excessive drinking, violating the Consumer Protection Act.
This revision marks a further strengthening of the UK's regulation of overseas gambling advertisements, ensuring that all advertisements targeting UK consumers adhere to uniform standards to protect minors and consumer interests.
