Change tracker
Gambling Ad Policy Change Tracker
Every entry is a change we could date and source: a platform policy update, a regulator rule or an industry code revision in one of our four markets. We do not log rumors, proposals presented as rules or undated claims.
How entries are chosen
An entry needs three things: an official or primary source, a date the source states, and a change that affects how gambling ads run in the United Kingdom, the United States, Canada or Australia. Where a platform's log gives only a month, we show the month. Platform changes also appear on each platform's page in the policy library, and regulator changes on the country pages.
Proposals stay out until they take effect. Canada's Bill S-211, for example, is discussed on the Canada page but not logged here, because it is not law.
All changes, newest first
Bonus wagering capped at ten times
Wagering requirements on bonuses are capped at ten times, and offers that mix two or more types of gambling are banned. The start date moved from December 19, 2025.
Great Britain (Gambling Commission licensees) · Source: Gambling promotions to be safer and simpler
Direct marketing choices by product and channel
Remote operators must let customers choose direct marketing by product type and by channel, such as email or SMS.
Great Britain (Gambling Commission licensees) · Source: Summer 2023 consultation response: Improving customer choice on direct marketing
Raffles and prize draws accepted
Google began accepting ads from raffle and prize draw operators registered with the Fundraising Regulator or the Scottish Charity Register, with certification.
United Kingdom · Source: Update to Gambling and Games Policy (September 2024)
Identity checks before account creation
Online gambling providers must complete customer identification before creating an online gambling account, which changes what a sign-up landing page can promise.
Australia · Source: Strengthened customer identification procedures for online gambling service providers
Athletes removed from iGaming ads
Registered Ontario iGaming operators may not use active or retired athletes in advertising, except to advocate responsible gambling.
Canada (Ontario) · Source: AGCO to ban athletes in Ontario's igaming advertising to protect minors
Lottery courier ads in four states
Google began running certified lottery courier ads in Arkansas, Montana, New Jersey and New York for advertisers with a state license.
United States · Source: Updates to Gambling and games policy (December 2023)
National sports betting ads on YouTube
Operators licensed in at least five states could apply to run national sports betting ads on YouTube, without targeting users under 21.
United States · Source: Updates to Gambling and games policy (August 2023)
Affiliate and aggregator ads in Canada
X permitted gambling affiliate and aggregator ads in Canada, with restrictions.
Canada · Source: X Ads Policy Update Log
Advertising best practices announced
New Jersey set expectations that ads display 1-800-GAMBLER prominently, avoid risk-free claims unless losses are fully refunded, and avoid placements likely to reach people under 21.
United States (New Jersey) · Source: AG Platkin Announces New Multi-Faceted Efforts to Curb Problem Gambling
Consistent gambling messaging begins
Online wagering providers must use the national taglines and messaging in advertising, websites and apps.
Sports wagering marketing code updated
The March 28, 2023 edition of the code bars "risk free" language and sets limits on partnerships with colleges and universities.
United States · Source: Responsible Marketing Code for Sports Wagering (March 28, 2023 edition)
Strong appeal test for under-18s
CAP rule 16.3.12: gambling marketing must not be likely to be of strong appeal to children or young persons, a stricter test than the earlier particular appeal rule.
United Kingdom · Source: CAP Code section 16: Gambling
Gambling ads opened in Canada
X: "Advertising of online and offline gambling content is permitted for Canada, with restrictions."
Canada · Source: X Ads Policy Update Log
Single-event sports betting ads
X permitted single-event sports betting ads in Canada, with restrictions.
Canada · Source: X Ads Policy Update Log
Affiliate and aggregator ads in the US
X permitted gambling affiliate and aggregator ads in the United States, with restrictions.
United States · Source: X Ads Policy Update Log
What to do when a rule changes
- Read the source itself, not a summary, and note the effective date.
- Check whether your platform approvals or applications need updating; Google, for example, requires recertification after material changes.
- Review live ads, landing pages and offers against the new rule before the effective date.
- Rerun the pre-launch checklist for the affected market, and search the research archive for guides that mention the rule.
Questions
How quickly are changes added?
When we confirm a change from its source, we add it with the date the source gives. If you spot one we have missed, send the source through the contact page.
Why are some entries dated by month only?
X's ads policy update log dates entries by month, so we show the month rather than inventing a day.