Once the new rules come into place, it will be easier for the regulator to take legal action against businesses that have advertising which appeals to children or makes gambling look glamorous.
Operators will be accountable even if they use third party affiliates for advertising.
As it stands, the regulator can only issue fines to operators for misleading advertising.
Neil McArthur, Gambling Commission Chief Executive, said: “Protecting the interests of consumers is a priority for us and needs to be a priority for gambling operators.
“These changes will protect consumers from irresponsible advertising and misleading advertising and misleading promotions, ensure consumers can withdraw their money more easily, and will mean consumer complaints are dealt with more swiftly.”
The regulator has also pledged to implement a better complaints process for customers, setting an eight-week deadline for complaints and issues to be resolved by operators.
Alongside this, action can be taken against gambling companies that send spam marketing emails and texts to consumers.
McArthur added: “For the time being our focus is around this piece of work is allowing us to be tough and really crack down on operators who are not complying with the Advertising Standards Authority rules around advertising.”
A number of complaints have been made by the public recently in regards to the sheer amount of gambling adverts that were broadcast during the live World Cup matches.
The Gambling Commission has said these new rules will make it easier for them to take action over consumer law breaches ,which includes misleading and unfair promotions and bonus offers and even unreasonable restrictions replaced on consumer withdrawals.
