CAP Code remit extended to include non-registered UK licence-holders
All UK licence-holders will be required to uphold CAP Code rules on social media, even if the operator does not hold a UK address.
Key points:
– The CAP Code’s remit has been extended to include non-paid-for online marketing, such as social media
– This includes all operators with a UK gaming licence, even if they do not have a registered UK business address
The Committee of Advertising Practice (CAP) has extended the reach of the CAP Code to include non-paid-for online marketing communications targeting UK players.
Indeed, businesses subject to UK gaming regulation – including those without a UK-registered company address – will be subject to the code, which upholds advertising standards in the UK, alongside the decision-making of the Advertising Standards Authority (ASA).
As such, social media marketing ads on an operator’s social feeds deemed to target UK players, even if the operator is not registered in the UK, will have to comply with standards. The Gambling Commission requires all UK licence-holders to uphold the CAP Code and ASA rulings, and this will now apply even to those without a UK address.
CAP has invited stakeholders to share their thoughts on the updated remit, with comments accepted until 1 December.
The ASA has made several rulings as of late regarding activity in the UK gaming industry. Most recently, it ruled that verbal contracts on the conditions of sports bets are insufficient, and that any and all terms and conditions must be written down or easily accessible to bettors. It also made recent rulings on ads by Buzz Bingo, Hollywoodbets and more.
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