Voxly Vision
Does this apply to me?
The Code applies to operators who are signatories, which includes most major UK gambling brands. It governs:
- Social media targeting and content
- Use of people and imagery in ads
- Safer-gambling messaging requirements
It is administered by the Industry Group for Responsible Gambling. Though voluntary, its provisions are widely adopted and increasingly reflected in ASA expectations.
Key rules
The headline provisions:
- 25+ social media targeting — ads must be aimed at over-25 audiences.
- Nobody under 25 in ads — no one who is, or appears to be, under 25.
- Prominent safer-gambling messaging.
- No strong appeal to under-18s.
Common breaches
Where ads fall short:
- Featuring people who look under 25 — including AI-generated figures.
- Weak targeting that lets ads reach younger audiences.
- Insufficient safer-gambling messaging.
How Voxly Vision checks an ad against this code
Every report shows an overall verdict, the rules at stake and a recommended fix. For gambling social ads, Voxly Vision flags anyone who looks under 25, including AI-generated people, and missing safer-gambling messages.
Recent rulings
Midnite (TikTok)
Upheld · 16 Sep 2026
An AI-generated man pushing a World Cup bet offer looked under 25. Midnite and its affiliate were told to keep anyone who seems under 25 out of gambling ads.
Rules breached: 16.3.14 Under-25s, 25+ rule
Frequently asked questions
What's the 25+ rule in gambling ads?
Gambling ads on social media must be targeted at over-25 audiences, and must not feature anyone who is or appears to be under 25.
Does the under-25 rule apply to AI-generated people?
Yes. The ASA has applied it to an AI-generated figure that appeared under 25.
Is the Gambling Industry Code law?
No, it's a voluntary industry code — but it's widely adopted and its standards inform ASA expectations.
Who runs the Code?
The Industry Group for Responsible Gambling.