This guide is general information about how UK gambling regulation works and is provided for educational purposes only. It is not legal advice. Regulations and figures change over time, so check the UK Gambling Commission and official sources for the current position before relying on any detail. 18+.
UK Gambling Advertising Rules Explained
Gambling can be advertised in the UK, but under strict rules designed to protect children and vulnerable people. The rules are set mainly through advertising codes overseen by the Advertising Standards Authority, alongside voluntary industry measures and gambling regulation.
Protecting under-18s
Adverts must not be likely to appeal strongly to children. This means they cannot use content, characters or figures that have a strong appeal to under-18s, such as sports stars or personalities popular with young people. Digital advertising is also expected to be targeted at adults aged 25 and over where possible.
What ads cannot say
Gambling ads must not suggest that gambling can solve financial problems, offer a route to success or social status, or be linked to enhanced self-image. A proportion of advertising must also carry safer-gambling messaging.
The whistle-to-whistle ban
Since 2019, a voluntary industry ban has kept betting adverts off television around live sport shown before the 9pm watershed, from shortly before a broadcast begins until shortly after it ends. Research found this sharply reduced the number of betting ads seen by children during those broadcasts.
Sponsorship changes
Sponsorship is tightening too. Premier League clubs agreed to remove gambling brands from the front of matchday shirts from the start of the 2026/27 season, the first such move by a major British league. Gambling brands may still appear in other places, such as sleeves and around stadiums, so the change is significant but not a complete ban.
Frequently asked questions
Can gambling be advertised on UK television?
Yes, but under strict rules. A voluntary whistle-to-whistle ban keeps betting ads off TV around live sport before the 9pm watershed, and ads must not appeal strongly to under-18s.
Are gambling shirt sponsors being banned?
Premier League clubs agreed to remove gambling brands from the front of matchday shirts from the 2026/27 season. Gambling brands can still appear elsewhere, such as on sleeves and stadium boards.
What can a gambling advert not do?
It must not appeal strongly to children, use figures popular with young people, or suggest gambling solves money problems or brings success or status. Safer-gambling messaging is also required.
Is gambling advertising heading towards a total ban?
There is no blanket ban on gambling advertising in the UK, but the rules have tightened steadily and sponsorship is being scaled back, with Premier League front-of-shirt gambling branding ending from the 2026/27 season. The direction of travel is towards reducing children's exposure and the overall volume of advertising rather than prohibiting it outright. Operators must still follow the advertising codes and the licensing rules, and breaches can lead to action from the regulator and the advertising authority.
Related guides: The Betting and Gaming Council · The Gambling Act Review White Paper · Responsible gambling tools
18+. Please gamble responsibly. Gambling should be entertainment, not a way to make money, and you should only stake what you can afford to lose. For free, confidential support, contact the National Gambling Helpline on 0808 8020 133 (run by GamCare, free and open 24/7) or visit BeGambleAware.org. If you want to take a break, GAMSTOP lets you self-exclude from UK-licensed online gambling sites free of charge (begambleaware.org · gamstop.co.uk). Fortune Games operates under UK Gambling Commission licence 39175.