UK Closes Loophole: Offshore Operators Now Subject to Same Gambling Advertising Standards

The UK’s advertising authority has taken steps to make gambling ads stricter, making sure that companies based outside the UK follow its guidelines. The amendment, which took effect on September 1, aims to address a long-standing gap in the country's advertising code.

The Advertising Standards Authority (ASA) has enacted a critical amendment to the UK’s advertising code to close a longstanding gap allowing overseas-registered gambling firms to bypass marketing rules when targeting British consumers. Effective September 1, 2025, this change requires all licensed gambling operators to adhere to the same advertising standards, regardless of their location.

What Changed

• Scope expansion: The amendment extends the reach of the UK’s CAP Code (Code of Non-broadcast Advertising and Direct & Promotional Marketing) to include non-UK operators targeting UK audiences—even if they operate from abroad.
• Social media now covered: Previously, overseas operators could promote via social media and other free (non-paid) marketing channels without falling under UK rules. The new amendment explicitly covers such content as well, bringing social media posts within ASA oversight.
• Uniform standards: From the beginning of this month, operators licensed in the UK must now ensure that all marketing—whether it’s website content, apps, or cross-border communications—complies with CAP Code standards as stringently as domestic advertisements.

Why It Matters

The amendment removes the competitive advantage that offshore operators once held by circumventing UK advertising restrictions. This helps to ensure a more consistent regulatory environment across all similarly licensed entities.

Smaller offshore firms are expected to face significant challenges adapting to these rules. Compliance experts warn that monitoring and auditing social media campaigns could cost medium-sized operators six figures annually. Larger firms, such as Paddy Power or Bet365, are far better equipped to absorb these costs.

Affiliates, marketing agencies, and influencers are now responsible for ensuring compliance with gambling advertising rules in content targeted at UK consumers. Contracts are expected to include compliance audits and pre-clearance protocols.

What’s Next?

The ASA and CAP have initiated a three-month feedback period, which will conclude on December 1, 2025, and will shape the evolution of enforcement and affiliate regulation.

The changes align with broader reforms from the UK Gambling Commission, including social responsibility obligations under the Licence Conditions and Codes of Practice (LCCP). Ads may face removal orders from the ASA, and persistent breaches may result in licensing penalties from the Commission.

The UK’s move mirrors international regulatory shifts. Countries such as Spain and the U.S. are increasingly scrutinizing influencer-led or sports-linked gambling advertising.

Bottom Line

The UK’s new regulation closes a notable advertising loophole, requiring all licensed gambling operators—regardless of geographic base—to meet the same marketing standards when engaging with UK audiences. This change marks a significant step toward enhancing consumer protection and regulatory coherence in an increasingly digital advertising landscape.