Gambling Commission warns operators about advertising with youth appeal
The UK Gambling Commission has warned gambling operators that advertising with strong appeal to under-18s will face increased scrutiny as regulators launch a new AI-powered crackdown on marketing content.
From June 11, the Committee of Advertising Practice (CAP) will begin a compliance sweep using an Active Ad Monitoring System and partnerships with major social media platforms to identify gambling advertisements that breach advertising rules.
UK gambling operators found to be running non-compliant campaigns could be ordered to remove content immediately and face sanctions, including referral to the Gambling Commission.
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The move comes as gambling-related content continues to gain traction across social media platforms, with influencers increasingly sharing betting, casino and gambling-themed content to large audiences. Regulators in several jurisdictions have identified influencers as a growing compliance challenge, amid concerns that gambling is being portrayed as a lifestyle choice or an easy way to make money.
Under the CAP rules, all gambling advertising, including consumer-facing social media posts and content marketing, must be socially responsible and must not have strong appeal to children or young people.
The Gambling Commission said it works closely with the Advertising Standards Authority and can take enforcement action against operators that repeatedly breach advertising rules designed to protect children and vulnerable consumers from gambling-related harm.
