The Committee of Advertising Practice (CAP) has expanded the remit of its advertising code to cover non-paid-for online marketing, such as social media, by licensed operators. The update means companies without a registered business address in the United Kingdom must comply with CAP Code standards when targeting UK players. Previously, the CAP Code applied primarily to paid-for advertising across digital and traditional platforms. 

With this latest development, the body ensures operators cannot bypass advertising standards by relying on unpaid posts to promote their services. CAP clarified that the decision aligns its rules with the UK Gambling Commission’s requirements, mandating all licence-holders to uphold the CAP Code and rulings made by the Advertising Standards Authority (ASA). The move reflects growing concerns over the reach and influence of non-paid digital content on vulnerable audiences, in gambling.

Implications for International Operators

The update is significant for gambling businesses that operate in the UK market without maintaining a local registered office. Such companies will now face the same advertising obligations as domestic operators, reinforcing the principle of equal accountability across the industry.

According to CAP, the change aims to ensure consistency in the application of advertising rules and to close potential gaps in oversight. Social media promotions, which are central to operators’ marketing strategies, will be scrutinised more closely under the same standards applied to paid advertising.

The new remit is open for stakeholder feedback, with CAP inviting comments until 1 December. The consultation process will provide further clarity on how the extended rules will be enforced in practice.

ASA Rulings Reinforce Regulatory Direction

The expansion of the CAP Code comes at a time of heightened regulatory activity by the ASA in the gambling sector. The authority has recently issued several rulings to ensure operators maintain high standards of transparency and consumer protection.

One of the most notable decisions clarified that verbal contracts on the conditions of sports bets are not acceptable. Instead, all terms and conditions must be presented in writing or made easily accessible to bettors. This ruling underscores the importance of clear and accessible information in safeguarding consumers.

The ASA has also ruled against advertising campaigns by operators such as Buzz Bingo and Hollywoodbets, citing breaches of advertising guidelines. These decisions highlight a broader pattern of enforcement that complements CAP’s move to expand its remit.

Strengthening Standards Across the Market

Together, the ASA’s rulings and CAP’s updated code represent a concerted effort to strengthen advertising standards within the UK gambling industry. 

Regulators hope to create a more transparent and responsible advertising environment with increased oversight of non-paid online marketing channels for licensed operators in the United Kingdom.