Advertising Standards (CAP Code)

The advertising rulebooks — like the UK's CAP Code — governing gambling marketing content, targeting and tone.

Advertising codes constrain gambling promotion: no appeal to minors (rules on content “of strong appeal” to under-18s reshaped UK sports advertising), no linking gambling to success or seduction, mandatory significant terms with bonus claims, truthful odds and offers.

Affiliate content is advertising

Regulators and ad-standards bodies treat affiliate reviews, comparison tables and bonus pages as operator advertising — complaints route to the licensee, and rulings name both. The recurring failure modes in rulings: outdated offers still live, significant terms absent or buried, and “risk-free” style claims. Programs codify these rules in promo-material requirements precisely because the fines land upstream.