A fairer digital marketplace has been promoted through the landmark move by ASA to amend its Advertising Code, ensuring the promotion of gambling is regulated equally for all operators targeting British consumers, regardless of their location.
Effective from September 1, 2025, the change to the Code of Advertising Practice (CAP Code) will therefore constitute the closing of an advertising loophole that previously allowed overseas operators to gain an unfair advantage because they could promote their services to UK audiences through non-paid-for channels such as social media, and thereby circumvent stringent advertising rules that apply to UK-registered companies.
The key changes: Making digital ads fairer
The amendment now chiefly targets marketing in digital environments, such as organic posts on social media (Facebook, X/Twitter, etc.), content aired on video-sharing platforms like YouTube, marketing activity inside mobile apps, and websites using ".uk" domain names.
Now, the CAP Code will have to be ensured on all advertisements of any gambling operator who has been licensed, whether from the UK, Malta, Gibraltar, or elsewhere, provided they have been marketed at UK consumers.
Any paid-for advertising
This change basically removes the possibility of foreign operators attracting customers using "edgy" content that UK operators were barred from using. Considerably, 1xBet was banned in the United Kingdom for its advertising methods.
Enhanced consumer protection and industry reaction
The reform is considered a major advance in consumer protection and regulatory consistency. Dr. Raffaello Rossi, a University of Bristol marketing lecturer who lobbied for the change, called it an “important, though long overdue” measure.
“This change ensures that gambling ads targeting UK consumers are now all held to the same standards, making the playing field much more level,” said Dr. Rossi. “It is a vital move for consumer protection and regulatory consistency across the board.”
Next steps: Consultation and review
Through the consultation, the ASA and CAP are inviting stakeholder feedback on the implementation of the new rules until 1 December 2025, followed by a formal review to assess the impact and identify any necessary amendments.
This is a further indication of a broader trend toward increasingly stringent requirements for advertising in sectors with vulnerable consumers, ensuring that all operators are held to the same high standards. UK Closes Gambling Ad Loophole, Holding Overseas Firms to Stricter Standards