UKGC advertising compliance in United Kingdom
The Gambling Commission licenses all remote gambling aimed at Great Britain, and advertising is additionally governed by the CAP and BCAP codes enforced by the ASA. Campaigns must not have strong appeal to under-18s and must carry responsible gambling information.
- Regulator
- Gambling Commission
- Minimum age
- 18+
- Jurisdiction
- United Kingdom
Licence requirement
Only operators holding a Gambling Commission remote licence may be advertised to British audiences.
How we run each channel under UKGC
Display advertising
Audiences are targeted 18+ with age and interest exclusions; creative may not use content with strong appeal to children or imply that gambling solves financial problems.
Video and CTV
Video and CTV placements follow the same content rules, with content-level exclusions applied so ads do not run in or beside programming aimed at under-18s.
DOOH and outdoor
Outdoor and DOOH screens are excluded near schools and youth venues, and creative carries the responsible gambling message required by the codes.
Related reading
- Full United Kingdom regulation brief
- All regulators we are compliant with
- How our compliance and targeting controls work
This page summarises public guidance from Gambling Commission for planning purposes and is not legal advice. Confirm the current rules with your licensing counsel before launch.