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Regulatory compliance · United Kingdom

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.

Minimum age
18+
Jurisdiction
United Kingdom
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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

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.

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Plan a compliant campaign in United Kingdom

Tell us about your brand, licensed markets and budget. We come back with a costed, compliance-checked media plan — no obligations.

  • For operators and affiliates — every plan is compliance-checked before it goes live.
  • Compliance-checked plan across Display, Video and DOOH within one business day.
  • Deterministic, cookieless audiences with self-exclusion suppression built in.
  • No lock-in: one-time campaign or a yearly plan, your call.

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