Public perceptions of gambling advertising in the UK


The Advertising Standards Authority (ASA) is a not-for-profit organisation. It regulates advertising across all media, ensuring that it complies with the UK Advertising Codes. The Committee of Advertising Practice is the industry committee that writes the Advertising Codes and provides compliance advice to the industry. The ASA has recently launched a review of gambling advertising in the UK. There is presently political and societal concern about:

(a) Children being exposed to gambling ads
(b) The perceived ‘aggressive’ nature of some ads
(c) How gambling ads impact on vulnerable consumers.

ASA wished to explore these matters as part of this project. An objective of the review was to determine whether the ASA is matching societal expectations around gambling advertising and it commissioned qualitative research to explore the public’s views on what is harmful and irresponsible in UK gambling advertising.

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