Summary: Paid media for gambling in Great Britain needs three things before the first impression: a Gambling Commission operating licence, platform approval (Google gambling certification, Meta ad account authorisation) and creative that passes section 16 of the CAP Code, which bans strong appeal to under-18s and anyone who is or looks under 25 gambling. Basher Agency plans, clears and buys media for UKGC-licensed operators and reports against first-time depositors. Sources: Google Ads, Meta and ASA policy pages, checked 5 November 2026.
What does an iGaming media buying agency do in the UK?
An iGaming media buying agency gets a licensed operator's ads approved, places them in front of adults who can legally play, and buys more of what produces depositing players. In the UK the approval part is heavier than in most markets, because three gatekeepers each check different things: the platform checks your licence, the Advertising Standards Authority (ASA) judges the ad against the CAP Code, and the Gambling Commission holds you responsible for the offer the ad promotes.
For online casino marketing and sportsbook acquisition we run paid search (iGaming PPC), paid social, programmatic display and video. The work splits into pre-clearance, buying and measurement, and in our experience most UK campaigns that fail do so in the first block.
What do Google and Meta require from UK gambling advertisers?
Both platforms allow online gambling ads in the UK, but only after an approval step that sits outside the campaign itself.
| Platform | UK requirement | Source |
|---|---|---|
| Google Ads | Google gambling certification; the operator must be registered with the Gambling Commission and hold a valid operating licence number. Online betting, casino, bingo and lotteries are covered. Northern Ireland has its own entry, where only state-owned or government-licensed lotteries are allowed | Google Ads gambling and games policy |
| Meta (Facebook, Instagram) | The ad account must obtain authorisation for online gambling and gaming, show the activity is licensed or lawful in the target territory, and target only people aged 18 or over | Meta Advertising Standards, online gambling and games |
Two practical points follow. Certification and authorisation are per account and per territory, so an account approved for Malta or Ireland is not approved for the UK. And Google's Northern Ireland rule means a UK-wide casino campaign has to exclude Northern Ireland at the location level, not just in the copy. Our Google Ads gambling pre-clearance guide walks through the certification process and account structure in detail.
Which CAP Code rules decide whether a gambling ad runs?
Section 16 of the UK Code of Non-broadcast Advertising (the CAP Code), enforced by the ASA, sets the creative limits. Three rules cause most of the rejections and rulings we see in UK gambling creative:
- Rule 16.3.12: no strong appeal to under-18s, especially through youth culture, and no person or character whose example under-18s are likely to follow.
- Rule 16.3.13: no targeting of under-18s through the choice of media or the context in which the ad appears.
- Rule 16.3.14: nobody who is, or seems to be, under 25 may be shown gambling or playing a significant role. People aged 18 to 24 may appear only where a bet can be placed directly, such as the operator's own site, and only to illustrate a bet they are the subject of.
The code also says its gambling rules cover marketing by third parties acting for the advertiser, which includes affiliates. Source: CAP Code section 16, checked 5 November 2026.
The offer in the ad matters too. Since 19 January 2026 the Gambling Commission caps bonus wagering at 10 times and bans offers that require play on two or more products, such as a bet plus casino spins (Gambling Commission, 26 March 2025). Any welcome offer promoted in paid media has to meet those terms.
How does Basher run UK media buying?
Basher Agency works in three blocks, and the second does not start until the first is signed off.
Pre-clearance comes first. We confirm the Gambling Commission licence details that Google and Meta will ask for, apply for or check certification and authorisation, and review landing pages the way a platform reviewer would: licence number visible, age gate, safer gambling links, bonus terms consistent with the 10x cap. Creative is checked against CAP section 16 before it goes to the platform, including the ages of anyone who appears in it.
Buying follows. For iGaming PPC that usually means brand defence plus high-intent non-brand terms, with Northern Ireland excluded where the product requires it. Paid social runs on 18+ audiences with creative rotated before fatigue sets in. Programmatic display and video go through curated, adult-skewed inventory rather than open exchanges, because rule 16.3.13 makes the placement your responsibility as much as the creative.
Measurement closes the loop. We report against first-time depositors and early player value by campaign, not against clicks or registrations. If a channel brings registrations that never deposit, we move the budget.
Basher was named Agency of the Year 2025 at the AffPapa awards. For the market as a whole, including the regulator and the channels operators use, see our United Kingdom market page.
Which operators is this for?
UK media buying with Basher is for operators that hold a Gambling Commission remote licence for betting, casino or bingo and want paid acquisition that survives platform review. It fits challenger brands entering the UK, and established operators whose paid accounts have been limited or disapproved and need a clean rebuild.
We do not buy media for brands without a UKGC licence that target UK residents. Platforms reject them, and the Commission and the ASA can act against the advertiser.
FAQs
Do I need Google certification to run gambling ads in the UK?
Yes. Google requires gambling certification for online gambling ads in the UK, and the operator must be registered with the Gambling Commission and hold a valid operating licence number. Source: Google Ads gambling and games policy, checked 5 November 2026.
Can I run a UK-wide online casino campaign on Google, including Northern Ireland?
No. Google's policy lists Northern Ireland separately and allows only state-owned or government-licensed lotteries there. Online casino and betting campaigns need Northern Ireland excluded in their location targeting.
Can people aged 18 to 24 appear in UK gambling ads?
Only in narrow cases. CAP Code rule 16.3.14 says nobody who is or seems to be under 25 may be shown gambling or playing a significant role. The exception is ads placed where a bet can be made directly, such as the operator's own website, where 18 to 24 year olds may illustrate a bet they are the subject of. Source: CAP Code section 16, checked 5 November 2026.
What is iGaming PPC?
iGaming PPC is pay-per-click advertising, usually on Google search, for licensed casino, sportsbook and bingo brands. In the UK it needs Google gambling certification and a Gambling Commission licence, and the ads and landing pages must meet the CAP Code and the Commission's promotion rules.
Can a UK ad promote a bonus with 35x wagering?
Not since 19 January 2026. The Gambling Commission limits bonus wagering requirements to 10 times, so any bonus advertised to UK customers must meet that cap. Source: Gambling Commission, 26 March 2025, checked 5 November 2026.
How do you measure a UK media buying campaign?
Against first-time depositors and the value those players produce in their first weeks, broken down by campaign and channel. Clicks and registrations are tracked, but budget decisions are made on depositing players.
Plan your UK paid media with us
If you hold a UKGC licence and want your paid accounts cleared and buying against depositors, send us a brief through the contact form. Include your licence type, products and which platforms you already run, and we will tell you where we would start.