Age Control in UK Advertising Shows Improvement: An Encouraging Direction in Gambling Adverts

Written By Janice Doughtrey

The UK’s watchdog for advertising, the Advertising Standards Authority (ASA), has noted substantial improvements in the implementation of age controls for online gambling adverts. This comes in response to an uptick in the online gambling industry, a sector that has seen unprecedented growth in the recent past.

Online gambling operators in the UK have long been under scrutiny for the potential harm their advertising strategies can inflict, particularly on the younger demographic. Hence, the ASA’s report indicating improvements offers a beacon of hope for responsible advertising.

At the heart of this progress is the use of stringent age-verification measures. The ASA’s study revealed that 96% of online gambling operators are now using these controls. This significant figure signals a remarkable shift from the previous scenario, furthering the industry’s aim to promote responsible gambling.

The ASA has been relentlessly focused on ensuring that gambling advertisements do not unduly influence underage individuals. Its strategy involves comprehensive scrutiny of platforms frequented by this age group, particularly social media channels and online games, where indirect exposure to gambling advertisements can be prevalent.

This improved age control mechanism hasn’t occurred in isolation. It is the result of consistent efforts from the ASA and proactive cooperation from online gambling operators who have demonstrated their commitment to responsible advertising.


The ASA’s recent findings represent a significant turning point in the digital advertising landscape for online gambling. As the industry continues to grow, the threat of unregulated exposure to underage individuals has been a persistent concern. Therefore, this shift towards better age control measures is not only encouraging but crucial.

The statistic that 96% of online operators are implementing stringent age-verification measures is particularly noteworthy. Such a high percentage is indicative of industry-wide compliance and the effectiveness of the ASA’s regulatory efforts. It also underscores the industry’s commitment to responsible gambling.

Despite these positive developments, it’s essential to maintain a vigilant stance. The very nature of the internet, with its boundless and rapidly evolving platforms, makes it a challenging domain to control. Particularly for younger demographics who are often more tech-savvy and curious, exposure to inappropriate content remains a risk.

The ASA’s strategy of scrutinizing popular platforms among younger demographics is a commendable approach. By tackling the issue at its potential source – social media channels and online games – the ASA is not only limiting exposure to gambling adverts but also raising awareness about responsible internet usage.

Moreover, these findings exemplify the power of proactive cooperation between regulatory bodies and the industry. The improvements noted by the ASA would not have been possible without the willing compliance and efforts of the online gambling operators. Their commitment to age control measures represents a positive shift in the industry’s attitude towards responsible advertising.

In conclusion, while the ASA’s report is undoubtedly a step in the right direction, it also highlights the ongoing need for vigilance and cooperation. The dynamic nature of the internet and the continual growth of the online gambling industry will undoubtedly present new challenges. However, with continued commitment to responsible practices from both regulators and operators, the future of age control in online gambling advertising looks promising.

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