ASA and UKGC Warn Operators Over Ads Appealing to Under-18s

New Review of Gambling Advertisements

The Advertising Standards Authority (ASA) has told operators to review their advertising campaigns. The regulator will start its next round of social media gambling advert sweeps on 11 June. The review will be directed towards content that could be highly attractive to youth.

The transfer comes in line with new guidance issued in October 2025. Those changes made it easier to understand what could constitute an infraction of the advertising rules. But some ads are still getting to younger audiences online, according to regulators.

AI Will Help Find Potential Breaches

The ASA will use artificial intelligence to support the review process. The system will collect gambling adverts from social media sites. Machine learning tools will then look for content that may break the rules.

The plan reflects a changing advertising market. Companies now publish large numbers of digital adverts across many channels. The aim is not only to find breaches. Officials also hope the warning encourages operators to remove risky adverts before checks begin.

UKGC Backs the Initiative

The UK Gambling Commission (UKGC) has publicly supported the new monitoring effort. The regulator said serious or repeated breaches could lead to fines and other enforcement action.

The warning comes as operators compete hard for new customers. Marketing remains an important part of that competition.

Football Stars Remain a Key Concern

Recent cases show what regulators may consider risky. Several investigations involved football stars appearing in gambling advertisements. Some complaints were upheld, while others were dismissed. Examples included:

• Thierry Henry

• Erling Haaland

• Harry Kane

• Trent Alexander-Arnold

These cases highlighted an important issue — current players may have stronger appeal to younger audiences. Thierry Henry's appearance in one advert was allowed. Regulators decided he is now widely known as a television pundit as well as a former player.

World Cup Period May Bring Extra Attention

The World Cup is approaching — and advertising activity is expected to increase. Major tournaments often lead to intense competition between operators. Companies want to attract new users and strengthen their brands.

Nevertheless, the latest warning may cause some operators to change their plans. Promotions featuring current football stars could face greater scrutiny. Some companies may decide to adjust campaigns before launching them.

Hence, the industry faces an important test. Marketing opportunities remain strong, but regulatory attention is growing. The message from regulators appears clear — operators should think carefully before publishing adverts that could appeal to under-18s.