Responsible marketing content
Five review questions that apply in every market, with the specific rules for Great Britain, Ontario, the US and Europe.
Rules that shape content
Gambling Marketing Compliance Briefs
What advertising codes and gambling regulators require of marketing content, written for content and SEO teams. Each brief names the instrument, its legal status, the date we checked it and what it means for pages you publish. They are informational summaries, not legal advice.
Briefs
Great Britain brief
CAP Code section 16, strong appeal to under-18s, affiliate responsibility, and the bonus rules in force since January 19, 2026.
Ontario brief
Public inducement advertising is banned, athletes are out since February 28, 2024, and operators answer for affiliates.
United States brief
The AGA code's 21+ and no "risk free" rules, plus state requirements in New Jersey, Pennsylvania, Michigan and Ohio.
Europe brief
Spain after the 2024 Supreme Court ruling, Italy's advertising ban, Dutch targeting rules, and Ireland's new Act.
Recent changes we track
| Date | Market | Change |
|---|---|---|
| October 20, 2026 | Italy | Constitutional Court allows fines below the fixed €50,000 minimum where manifestly disproportionate; the ad ban stands |
| June 12, 2026 | Netherlands | Cabinet announces plans for an online gambling ad ban and bonus ban (not yet legislated) |
| June 11, 2026 | Great Britain | ASA active monitoring of social media gambling ads with strong appeal to under-18s |
| January 19, 2026 | Great Britain | Wagering requirements capped at 10 times; mixed-product offers banned |
| October 26, 2024 | Ohio | Free or risk-free promotions must not require the player to incur any loss |
| May 25, 2024 | Spain | Supreme Court ruling annulling parts of RD 958/2020 published |
| February 28, 2024 | Ontario | Athletes banned from gambling advertising, except responsible gambling advocacy |
Looking for help lines rather than rules? See our responsible gambling support page.
Spotted a change we have missed? Tell us, with a link to the official source.