The Committee of Advertising Practice (CAP) has extended its remit to ensure all licensed gambling operators, including those based overseas, comply with UK advertising standards on social media. Until now, non-paid-for content like organic posts by foreign-based operators fell into a regulatory grey area.
This amendment ensures consistency by holding all operators to the same advertising standards, regardless of location. The Advertising Standards Authority (ASA) will enforce these rules, addressing the enforcement gap that previously allowed some ads to avoid scrutiny.
Licensed operators targeting British consumers must now align fully with the CAP Code, ensuring greater player protection and fair marketing practices. Stakeholders have three months to submit feedback before the review period ends on December 1.
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