The Advertising Standards Authority (ASA) is the UK's independent advertising regulator. It enforces the CAP Code (Committee of Advertising Practice) across all media, including online gambling promotions. ASA rulings are public and binding — operators that breach the code can be required to amend or withdraw advertising and may be referred to the UKGC for enforcement action.
Common ASA breaches in gambling: ambiguous bonus terms, misleading wagering claims, marketing to under-18s (including via influencer placement), trivialising gambling, or implying gambling solves financial problems. The ASA also covers sponsored social-media content under the same code as paid advertising.
Example usage
- ASA ruling against bookmaker for misleading bonus terms (2024)
Related terms
- Responsible gambling — A framework of operator and player tools to keep gambling within healthy limits — deposit limits, time-outs, self-exclusion.
- Social Responsibility Code — UKGC code provisions covering responsible gambling tooling, intervention obligations and customer protection.
- UK Gambling Commission (UKGC) — The independent regulator of all commercial gambling in Great Britain, established under the Gambling Act 2005.