UK’s Advertising Standards Authority Tightens Ad Rules for Offshore Operators

The Advertising Standards Authority (ASA) has overhauled its advertising code to remove exemptions for international gambling firms targeting British consumers. Starting September 1, 2025, all licensed operators, including those based abroad, must comply with identical promotional standards when targeting UK audiences.

This revision of the Committee of Advertising Practice (CAP) addresses criticism of regulatory inequality, where offshore entities have exploited lighter oversight compared to domestic rivals. The move aims to close the long-standing gap while protecting vulnerable groups.

Offshore Operators Face Uniform Rules

The ASA’s updated CAP Code now mandates identical advertising standards for all gambling firms, ending preferential treatment for offshore entities. Companies registered in jurisdictions like Gibraltar and Malta can no longer exploit lighter oversight of social media posts, app content, or website promotions. Under the new framework, even unpaid TikTok videos or YouTube content must meet the same strict standards as traditional ads from UK-based operators.

The changes specifically remove exemptions for marketing through “.uk” domains and digital platforms, addressing concerns that foreign firms could use risqué content prohibited for domestic competitors. This levels compliance requirements, saving users from aggressive marketing tactics.

Global Giants Expected to Abide

Major gambling corporations, including Flutter Entertainment and Bet365, will now be required to comply with UK advertising standards, despite being legally headquartered in tax-friendly jurisdictions. The CAP Code revision eliminates misleading content from slipping through, such as 1xBet’s banned campaigns featuring sexually suggestive imagery.

Social media campaigns, influencer partnerships, and app interfaces will adhere to British standards of decency. The change only applies to the gambling industry and has not been extended to other sectors.

Expert-Backed Shift

Dr. Raffaello Rossi, a University of Bristol marketing scholar and long-time advocate for gambling ad reforms, applauded the ASA’s closure of the offshore regulatory gap as a “critical correction” to systemic imbalances. The academic, whose research influenced the policy shift, noted that the amendment finally addresses a decade-long imbalance in which foreign operators exploited “light-touch oversight” for social media campaigns and app interfaces.

Regulators will accept stakeholder feedback until December 1, 2025, through a public consultation portal. A formal impact assessment by the regulator is slated for Q1 2026. While currently limited to the gambling sector, ASA Chairperson Sarah Cardell hinted at potential parallel measures for the alcohol and cryptocurrency sectors during a press briefing.