Country rules
Gambling Advertising Laws by Country
Platform approval is only half the picture. Each country sets its own rules on who may advertise gambling, to whom and with what messages, and those rules apply whatever a platform allows.
Choose a country
United Kingdom
CAP and BCAP codes, Gambling Commission license conditions and the Great Britain wagering cap.
View UK rules: UK Gambling Advertising RulesUnited States
State by state licensing, under-21 targeting limits and required helpline messages.
View US rules: US Sports Betting and Gambling Advertising RulesCanada
Ontario regulator standards, provincial lotteries elsewhere and a federal bill in Parliament.
View CA rules: Canada Gambling Advertising RulesAustralia
Interactive Gambling Act limits, live sport rules, BetStop and national taglines.
View AU rules: Australia Gambling Advertising Rules
How the four markets differ
| Country | Main rule makers | Headline advertising limits |
|---|---|---|
| United Kingdom | Gambling Commission; Committee of Advertising Practice (CAP) and the Advertising Standards Authority (ASA) | Socially responsible marketing; no strong appeal to under-18s; in Great Britain, a ten times wagering cap on bonuses |
| United States | State gaming regulators; American Gaming Association (AGA) code for its members | Rules differ by state; 21 and over audiences and helpline messages in the states we cite |
| Canada | Provinces; in Ontario, the Alcohol and Gaming Commission of Ontario (AGCO) | Ontario bans public inducement ads and athletes in iGaming ads |
| Australia | Australian Communications and Media Authority (ACMA); states and territories; Department of Social Services | No ads for banned online services; live sport limits; national taglines; BetStop |
Read each country page next to the platform matrix. A platform can allow a market while that market's law still limits the ad, and the platform policy and law guide explains how to check both.
For one topic across all four markets, use the guides instead: age restrictions, responsible gambling messages and bonus advertising rules.
Questions
Why does GamingAdRulebook cover only four countries?
These are the markets this publication serves: the United Kingdom, the United States, Canada and Australia. Covering fewer markets lets us check each source properly.
Is a platform's approval enough to advertise in a country?
No. Platform approval sits on top of the law. You still need a license where the market requires one, and your ads must follow that market's codes and rules.
Sources
- Gambling Commission, LCCP 5.1.6 Compliance with advertising codes, no date shown.
- American Gaming Association, Responsible Marketing Code for Sports Wagering, updated March 28, 2023.
- AGCO, Marketing and Advertising, last updated May 14, 2026.
- ACMA, About the Interactive Gambling Act, no date shown.
All pages checked October 28, 2026. How we choose sources: data sources.