UK gambling operators are facing tighter constraints on social media marketing, with new ASA guidance, stricter platform rules and sanctions contributing to the regulatory environment. The report examines whether marketing through these channels remains worth the risk for operators.
Operators must weigh social media marketing against the regulatory and platform risks described in the report.
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The Gambling Commission’s executive director Tim Miller criticised social media companies for allowing unlicensed operators to advertise, according to the report. He called for cross-sector support, but the report provides no further detail on his request.
The UK Gambling Commission said its enforcement work removed 252 illegal lotteries from social media over the past 12 months. Its commissioned research found that consumers often judged whether draws seemed genuine rather than checking their legal status, and that only around one in five TikTok participants checked formal indicators of compliance.
The CFTC’s Division of Market Oversight issued guidance on 22 September for US prediction-market contracts tied to individuals’ words or actions. The agency said exchanges should assess possible outside influences, independent verification and surveillance before listing these contracts, while noting the guidance explains existing obligations rather than adding new ones.
Denmark’s Spillemyndigheden reminded gambling operators that they must assess money-laundering risks before introducing new technology. The authority said new games and payment solutions can change an operator’s business model and require an updated risk assessment under Danish law.
Spain’s DGOJ has opened a public consultation on proposed changes to gambling advertising, the regulator said. The proposals cover celebrity and influencer marketing, customer-acquisition promotions and gambling content in organic search results; responses are due by 22 June. The consultation follows the Supreme Court’s partial annulment of advertising restrictions in 2024.