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The new ASA gambling advertising guidelines have tightened rules on gambling marketing, introducing a clearer but tougher standard for social media influencers.
The UK Advertising Standards Authority (ASA) has released new guidance through CAP and BCAP. The update aims to protect under-18s from gambling promotions. The update introduces a threshold suggesting that any influencer with over 100,000 followers registered to minors may have “strong appeal” to young audiences, but context will remain key.
ASA’s new threshold adds clarity and complexity
Marketers now face tougher calls on which personalities can safely feature in gambling ads.
The guidelines say influencers with over 100,000 under-18 followers may be considered of “strong appeal” to young people. However, the ASA said numbers alone don’t guarantee compliance. Even smaller accounts could face scrutiny if their content appeals to minors.
In practice, this means advertisers must assess each case individually. Context, not only follower counts, will determine whether a campaign breaches the rules.
The ASA gave examples to guide interpretation. A lower-league footballer, for instance, may seem low risk, but if they attract a large youth audience online, the ad could still be non-compliant.
ASA gambling advertising guidelines expand rules on tone, themes and style
The ASA also expanded its guidance on the content and cultural signals of gambling adverts.
The new framework warns against youth-oriented visuals, fashion styles, music, and social behaviours in gambling marketing. The regulator cautioned brands to avoid depictions of “teenage rebelliousness”, disregard for authority, or cultural references linked to youth media such as gaming and online streaming.
The guidance listed cricket, tennis and rugby players as low-risk figures. By contrast, elite footballers and esports stars remain highly influential among under-18s.
These updates mark the first revision since 2022, when CAP and BCAP replaced the former “particular appeal” test with the stricter “strong appeal” benchmark.
Enforcement and recent ASA rulings
The ASA’s latest actions underline the tightening grip on youth-related gambling marketing.
The regulator’s rulings have already tested these boundaries. In June 2025, Ladbrokes faced two complaints over ads promoting “Ladbucks,” a free-to-play currency resembling Fortnite’s V-Bucks and Roblox’s Robux, which the ASA ruled could appeal to minors.
In another case, Midnite was ordered to remove an AI-generated video featuring footballer Trent Alexander-Arnold. The ASA said the post fell under the CAP Code despite being labelled as editorial, noting that elite footballers “are likely to appeal strongly to children and young persons.”
These cases illustrate how the regulator’s definition of “strong appeal” continues to evolve, often placing operators in grey areas between innovation and risk.
Industry implications for licensed operators
All gambling businesses under UKGC regulation must align with CAP and BCAP standards.
Holding a UK Gambling Commission licence requires strict compliance with ASA rules. Operators must now perform deeper due diligence when selecting influencers, content creators or athletes for marketing campaigns.
The ASA said the update follows research, stakeholder consultation and recent rulings. While the new rules aim to provide clarity, the regulator admits that judgement calls will often depend on the wider context of a campaign.
For gambling operators, the challenge is finding a way to engage digital audiences without crossing the “strong appeal” line.
As advertising boundaries tighten, one question remains, can marketing creativity survive in an environment where every post might be seen as too appealing to the wrong audience?
Source: iGaming Expert
