The rule
Under the CAP (non-broadcast) and BCAP (broadcast) codes, gambling ads must not be of 'strong appeal' to under-18s, judged on how under-18s would see them regardless of adult appeal. In practice this rules out sportspeople, celebrities, influencers, reality TV stars and themes popular with children. The old test was 'particular appeal'.
Who it applies to
All gambling advertising in the UK, including affiliate and influencer marketing
What it means for you
- It is why this site has no cartoon mascots and no footballers or influencers: we are covered by the same advertising codes as the casinos.
Quick answers
When did this rule start?
1 October 2022
Who does it apply to?
All gambling advertising in the UK, including affiliate and influencer marketing