The CAP Creates New Advertising Rules for the UK Gambling Operators

Recently, there has been a lot of talk about Britain’s gambling regulations. The UK Gambling Commission and some other regulatory authorities have been evaluating current British gambling laws and looking for ways they can improve upon them. And now, we have the first results of these talks.

The UK’s Committee for Advertising Practices (CAP) has issued an updated advertising guide for gambling operators. All UK PayPal casinos, betting sites, slots operators, etc. will have to follow these new guidelines when advertising their services. If they fail to do so, the UK Advertising Standards Authority will have permission to issue financial punishments.

New rules to remove exploitative practices

The CAP Creates New Advertising Rules for the UK Gambling Operators

These new laws aim to remove abusive advertising practices.

  • For example, gambling companies can no longer use the phrase ‘Bet now’ in their commercials and other promotional material.
  • Additionally, casinos and betting sites will have to avoid advertising ‘risk-free’ promotions. These refer to advertisements that claim they are 100% free but come with hundreds of wagering requirements and restrictions, luring players to deposit more and more money.
  • Finally, gambling operators must avoid promises of quick fortunes and other similar claims.

Of course, casinos can still offer no deposit bonuses, free spins, and other similar promotions. However, operators will have to be transparent about their restrictions and requirements.

Shahriar Coupal, the director of the CAP, issued a statement regarding these new changes. “We won’t tolerate gambling ads that exploit people’s vulnerabilities or play fast and loose with eye-catching free bet and bonus offers. Our new guidance takes account of the best available evidence to strengthen the protections already in place, ensuring that gambling is presented responsibly, minimizing the potential for harm.”

These new regulations come into force on April 2nd. Until then, gambling companies will have to revise their current promotional material to fit into updated guidelines.

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Hristina Nikolovska

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