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Gambling

Gambling ads that don't put your licence on the line

Voxly Vision checks every social post, affiliate creative and TV spot against the ad codes, the 25+ rules and your own safer-gambling standards before it goes live.

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The problem

In gambling, an ad breach isn't just an ASA ruling. Following the ad codes is a licence condition, so a bad ad can end up in front of the Gambling Commission.

The traps are everywhere. Someone in the ad looks 24. A frustrated commuter finds relief in a bet. An affiliate runs creative you never saw. Even an AI-generated face can get you a ruling.

And the volume is relentless: offers, odds, sport, social. Every asset needs checking, every day.

What we check

Every asset is checked against the rules gambling brands live by:

  • CAP Code section 16 and BCAP section 17: no appeal to under-18s, no linking gambling to escape, success or solving problems.
  • Gambling Industry Code: nobody who looks under 25, 25+ social targeting, safer-gambling messages.
  • LCCP marketing rules: fair bonus terms and ad-code compliance as a licence condition.
  • Your own safer-gambling standards: required messages, wording for offers and what can be said about odds and wins.

You get a verdict, the rules at stake and a recommended fix, in under a minute.

See it in action

How Voxly Vision checks an ad

Every report shows an overall verdict, the rules at stake and a recommended fix, so your team knows what to change before an ad reaches anyone.

Example Voxly Vision compliance report showing an overall result, key findings and a recommended action

Regulations we check

Gambling and Lotteries

Gambling Industry Code

This is the gambling industry's own voluntary code, layered on top of the ASA ad rules. Its best-known provisions: gambling ads on social media must be targeted at over-25s, must carry prominent safer-gambling messaging, and must not feature anyone who looks under 25. It raises the bar beyond the baseline ad codes.

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Gambling and Lotteries

LCCP marketing rules

The LCCP are the Gambling Commission's licence conditions. Their marketing codes require every operator to follow the CAP and BCAP codes, obtain consent before direct marketing, and keep bonus and promotion terms fair. Breaching the advertising codes doesn't just risk an ASA ruling — it puts the operator's licence itself at risk.

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Gambling and Lotteries

Gambling Licensing and Advertising Act 2014

This Act introduced point-of-consumption licensing: anyone offering gambling to customers in Great Britain needs a Gambling Commission licence, wherever in the world they're based. Advertising gambling that isn't licensed here is unlawful. It closed the offshore loophole and underpins today's advertising regime.

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Gambling and Lotteries

Gambling Act 2005

Part 16 of the Gambling Act makes it a criminal offence to advertise unlawful gambling in Great Britain — including gambling offered by operators who take British customers without a Gambling Commission licence. It is the legal backbone that sits beneath the ASA ad codes and the Commission's licence conditions.

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General Advertising

DMCC Act 2024

The DMCC Act is the UK's main consumer protection law for advertising and selling. It bans misleading claims, drip pricing and fake reviews, and crucially lets the Competition and Markets Authority fine firms up to 10% of global turnover directly, without going to court first. It has sharp teeth and marks a major shift in UK enforcement.

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General Advertising

BCAP Code

The BCAP Code is the rulebook for advertising on UK television and radio. Most broadcast ads are pre-cleared by Clearcast or Radiocentre before airing, but the Advertising Standards Authority can still investigate and ban them after they've run. Like its non-broadcast counterpart, it centres on ads being truthful, not misleading and socially responsible.

Read the guide →

General Advertising

CAP Code

The CAP Code is the rulebook for almost all non-broadcast advertising in the UK — social posts, websites, emails, paid digital, print, direct mail and more. It is written by the Committee of Advertising Practice and enforced by the Advertising Standards Authority. Its core principle is simple: ads must be legal, decent, honest and truthful, and must not mislead or cause serious harm.

Read the guide →

Latest rulings

No rulings write-ups for this sector yet. Catch every week's rulings on the blog.

Who it's for

Brand team gathered around a laptop in a colourful office

Brand managers

Check creative before it reaches legal, and stop losing days to sign-off.

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Compliance and marketing team meeting in a colourful office

Responsible marketing and compliance

First-pass checks on every asset, so your team focuses on the judgement calls.

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MarTech lead working on a laptop in a bright office

IT and MarTech

Ad compliance checks that plug into Slack, Teams, your DAM and workflow tools.

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Legal

Screen every ad before it reaches legal, so you only see what needs a lawyer.

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Frequently asked questions

Can Voxly Vision check affiliate creative?
Yes. Run affiliate assets through the same checks as your own, before they go live.

Does it spot people who look under 25?
Yes, including AI-generated people, which the ASA has already ruled on.

Can it check against our own safer-gambling standards?
Yes. We load your standards so every asset is checked for required messages and wording.

Does it replace our compliance team?
No. It does the first pass so your reviewers only see what genuinely needs them.

Check every ad before it goes live

Voxly Vision checks images, video and copy against the rules and your own guidelines, then shows your team exactly what to fix.

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