UK gambling ads start with the Gambling Commission.
To advertise gambling in Great Britain you need a Gambling Commission licence, and every ad has to meet the CAP Code. The platforms add their own approval on top, and Northern Ireland is a separate case.
- Gambling Commission licence
- Licence status on every screen
- CAP Code, section 16
- The platform's own approval
What the Commission's licence says about your ads.
Every licence carries the Licence Conditions and Codes of Practice, in the version in force since 29 July 2026. A breach of a social responsibility code can lead to a licence review, a suspension, revocation or a fine. These six are the ones a media plan runs into.
| Provision | What it asks |
|---|---|
| 5.1.6 | Market in a socially responsible way, and follow the CAP and BCAP advertising codes. |
| 1.1.2 | The operator answers for the third parties it contracts, and must be able to end the contract of an affiliate who breaks an advertising code. |
| 8.1.1 | Every screen where customers reach the gambling says the operator is licensed and regulated by the Commission, with its account number and a link to its licence status. |
| 16.1.1 | No digital ads on sites that give unauthorised access to copyrighted content, from the operator or from anyone it contracts. |
| 5.1.1 | Since 19 January 2026, no wagering requirement above 10 times, and no offer that mixes betting, casino, bingo and lottery. |
| 5.1.8 | Follow the industry's own advertising code. It's good practice rather than a licence condition, and a departure from it can count at a licence review. |
The stand we ran at iGB L!VE.
Then each platform adds its own gate.
The licence comes first. These are the UK lines of each policy.
| Platform | In the UK | Who applies | Source |
|---|---|---|---|
| Online bingo, sports betting, casino games and lotteries, and raffles or prize draws from bodies on the Fundraising Regulator or the Scottish Charity Register. Affiliate and comparison sites are listed too. Northern Ireland has its own entry, with UK state-owned or government-licensed lotteries only. | Operators on the Gambling Commission's register, holding a valid operating licence number. From 19 November 2026 the application is made inside your Google Ads account. | Google gambling, checked 4 Nov 2026 | |
| Meta | The UK isn't among Meta's 19 unsupported markets, so it comes down to your licence evidence. | You, in Business Suite, applying as operator, aggregator, affiliate or agent. | Meta gambling, checked 1 Nov 2026 |
| TikTok | Online casinos, sports betting, government lotteries, rewarded gaming and betting tips. Fantasy sports and offline venues aren't allowed. | Each one through a TikTok sales rep, who decides eligibility. | TikTok gambling, checked 4 Nov 2026 |
| Snapchat | Online gambling, casinos, lotteries and affiliates are all listed for the UK. | The advertiser, with licence proof, Snap's review form and written approval. An agency can't send it. | Snapchat policy 3.5, checked 4 Nov 2026 |
| X | A Gambling Commission licence, then X's certification. | Ask us. | X policy, archived copy of 22 Sep 2026 |
- In the UK
- Online bingo, sports betting, casino games and lotteries, and raffles or prize draws from bodies on the Fundraising Regulator or the Scottish Charity Register. Affiliate and comparison sites are listed too. Northern Ireland has its own entry, with UK state-owned or government-licensed lotteries only.
- Who applies
- Operators on the Gambling Commission's register, holding a valid operating licence number. From 19 November 2026 the application is made inside your Google Ads account.
- Source
- Google gambling, checked 4 Nov 2026
Meta
- In the UK
- The UK isn't among Meta's 19 unsupported markets, so it comes down to your licence evidence.
- Who applies
- You, in Business Suite, applying as operator, aggregator, affiliate or agent.
- Source
- Meta gambling, checked 1 Nov 2026
TikTok
- In the UK
- Online casinos, sports betting, government lotteries, rewarded gaming and betting tips. Fantasy sports and offline venues aren't allowed.
- Who applies
- Each one through a TikTok sales rep, who decides eligibility.
- Source
- TikTok gambling, checked 4 Nov 2026
Snapchat
- In the UK
- Online gambling, casinos, lotteries and affiliates are all listed for the UK.
- Who applies
- The advertiser, with licence proof, Snap's review form and written approval. An agency can't send it.
- Source
- Snapchat policy 3.5, checked 4 Nov 2026
X
- In the UK
- A Gambling Commission licence, then X's certification.
- Who applies
- Ask us.
- Source
- X policy, archived copy of 22 Sep 2026
No one under 25 plays a part in the ad.
The CAP Code bars anyone who is, or looks, under 25 from gambling or playing a significant role in a gambling ad. The one opening is a page where the bet can be placed, such as the operator's own site, and only to illustrate a bet on that person.
Faces with strong appeal to under-18s are out as well. CAP's October 2025 guidance names a member of a popular sports team as a case to avoid, and treats 100,000 follower accounts registered to under-18s as a rule of thumb for strong appeal.
Targeting comes from the industry code the Commission points to. Paid digital prospecting goes to 25+ where the platform has the filter. Facebook, Instagram, Snap, YouTube and Spotify are listed for 18+, after proving their age targeting.
25
Malta, Northern Ireland, bonuses and affiliates.
My licence is from Malta. Can I advertise to UK players?
Not to Great Britain. Google wants registration with the Gambling Commission and a valid operating licence number, and the ASA refers ads for unlicensed operators to the Commission.
Does a GB licence cover Northern Ireland?
Not on Google, whose Northern Ireland entry allows only UK state-owned or government-licensed lotteries. CAP tells advertisers to take specialist legal advice before advertising gambling there.
Can the ad show a welcome bonus?
The bonus has to fit the licence first. Since 19 January 2026 that means wagering of 10 times or less and one product per offer. Then the ad meets the CAP Code like any other.
Can affiliates run UK traffic?
Yes on Google and Snapchat, which both list the UK for affiliates. The operator stays responsible for them, and the industry code wants affiliate ads marked #ad.
What has to be on the landing?
The Commission statement, your account number and the link to your licence status, on every screen where customers reach the gambling. Google adds the licensee name and licence number in the footer, an age warning and help for problem gambling.
One licence number, five platforms read against it.
Paste your Gambling Commission account number and the platforms you want. You hear what each one will ask before your first deposit.
Send my licencePrefer WhatsApp? We’re there too.
