Watchdogs Align Ad Rules for UK and Foreign Gambling Companies

The Advertising Standards Authority (ASA), the UK’s ad watchdog, has taken steps to plug a gap that let overseas betting companies target British customers with fewer rules than UK-based ones.

CAP Shuts Down Gap, Letting Overseas Gambling Ads Dodge UK Guidelines

Starting September 1, the Committee of Advertising Practice (CAP) changed its rules so all licensed gambling firms, no matter where they are based, have to follow the same ad standards when marketing to UK viewers. This change affects free digital promos like social media posts, YouTube videos, and app content aimed at UK users.

ASA, which enforces the code, said the update levels the playing field. Before, foreign operators could sidestep tougher rules for domestic firms, letting them run bolder or more aggressive ads. The ASA stressed that the change protects consumers better and keeps an eye on the whole industry in the same way.

The Gambling Commission, which makes all licensed operators follow the CAP Code, backed the change. They said it brings clarity and fairness to the rules. CAP pointed out that this update does not affect other industries that advertise in the UK without registering here. It applies to gambling operators.

New Ad Guidelines Aim to Shield UK Consumers

The new rules come as regulators take more action to enforce existing laws. Hollywoodbets got into trouble when a teenager saw its banner ad on a website with virtual football stats. Additionally, sports betting app LEBOM got fined for social media ads that seemed to push people to gamble and drink too much.

These stricter standards bring to mind big incidents from the past. For example, in 2019, 1xBet had to leave the UK market because it used suggestive images in its ads. This led to several top football clubs having to end their sponsorship deals with the company after regulators stepped in.

Industry players have been asked to give their thoughts on how the rule change affects things until December 1. CAP plans to look at the outcomes after three months to see how well the new approach is working.

These changes show the ASA wants to bring online marketing rules in line with the bigger picture of keeping consumers safe and making sure ads are responsible. They are making sure that all companies with licenses, whether they are in London or somewhere else, have to follow the same rules when they talk to people in the UK.