UK Gambling Commission looks at strengthening online casino advertising rules during live sport

20 September 2026

In the wake of a parliamentary call for a comprehensive ban on gambling advertising, the UK Gambling Commission is reviewing possible new restrictions on online casino marketing during live sporting events.

The government regulator already requires all gambling ads to be socially responsible, transparent, and minimally exposed to children and vulnerable groups, via the Advertising Standards Authority (ASA)'s CAP and BCAP codes.

However, a 2023 report by the House of Lords Liaison Committee asserted that a full ban would be the most effective policy to reduce gambling harm. The report described gambling harm as "a major public health issue requiring a public health approach".

Gambling ads currently face a voluntary "whistle-to-whistle" restriction during live sports, covering five minutes before kick-off to five minutes after conclusion. However, the recent report’s recommendations cast doubts on the effectiveness of these current restrictions.

Since the whistle-to-whistle advertising restriction began in 2019, the number of gambling-related ads shown during live sporting broadcasts has decreased, according to a study published in the Journal of Public Health. However, the same study found a significant increase in gambling-related advertisements aired outside of restricted time periods.

A total of 22,500 gambling-themed ads aired during televised football games in 2023 - a figure three times higher than the 7,500 such ads seen in 2019. While the number of ads during restricted periods fell from 5,000 to 2,500 over this period, post-match ads more than doubled from 5,000 to 12,000.

Frictions in tighter restrictions

Any regulations on gambling advertising during sports broadcasts are likely to face opposition. The Lords report acknowledged concerns from some stakeholders that restrictions imposed on licensed operators might drive customers to unlicensed gambling sites. The government has not officially responded to these concerns.

However, the Lords rejected arguments that restrictions would disadvantage the gambling industry. On-course advertising for betting on horse-racing and greyhound racing was identified as permissible under the proposed policy changes.

The report said online gambling businesses would "have the tools they need to comply" with new advertising rules, pointing to the existing Gambling Commission regulatory framework, including its Licence Conditions and Codes of Practice (LCCP).

Looking ahead

The likelihood of major new restrictions being introduced soon remains unclear, but the topic is firmly on the policy agenda. The Gambling Commission has not stated its position on the Lords report, instead emphasizing ongoing discussions with industry stakeholders.

Gambling Commission chief executive Andrew Rhodes said recently: "We are discussing these issues with key stakeholders to ensure appropriate measures are implemented. We take risks to consumers, especially young and vulnerable adults, very seriously and will challenge operators who breach current regulations."

Expanding restrictions on gambling advertising might follow models like Pennsylvania's recent requirements for online casinos to include specific disclosures in all ads. However, industry groups argue such requirements could fundamentally change advertising practices.

Potential new regulations would likely build on existing CAP and BCAP guidelines regarding problem gambling. In 2022, the Gambling Commission reviewed websites under its jurisdiction and found potentially concerning content on 58% of sites examined.

The CAP guidelines currently state that "ads should not portray, condone or encourage gambling behavior that is socially irresponsible or could lead to financial, social or emotional harm."