The United Kingdom (UK) is one of the most sought-after Tier 1 GEOs in the online gambling world. It has a robust regulatory framework with which it attracts both operators and affiliate marketers looking to capitalize on its lucrative market. But what are the new UK gambling laws of 2025? This is a question many in the industry are asking. Read on to learn more about online gambling UK regulation.
In one of our previous posts, we explored the iGaming regulations in various jurisdictions across the United States and the European Union. We revealed where this activity is fully legal, partially legal, and completely illegal. If you haven’t read it yet, be sure to follow the link we just shared.
Given that the United Kingdom is not only a lucrative market but a globally renowned gambling hub, today, we’ll focus on the existing and new UK gambling laws 2025 and how online casinos are regulated in the UK.
UK Gambling Laws 2025
Is online gambling legal in the UK? The answer is yes. It is not only legal but also well-regulated by the Gambling Commission (UKGC). In fact, UK law allows most types of gambling, including sports betting, gaming, and lotteries, whether online or offline. This regulatory clarity is why this jurisdiction is particularly attractive to iGaming affiliate marketers.
Having said that, we will now delve into the UK gambling laws that affiliate marketers and online casino enthusiasts need to be aware of.
UK Gambling Commission Rules
The UKGC oversees the regulation of the gambling industry. It is responsible for ensuring compliance with the Gambling Act 2005 and subsequent amendments. The Commission creates and enforces strict rules designed to protect players and maintain the integrity of the gambling environment. This includes a licensing process that involves rigorous background checks and financial evaluations to ensure that operators can conduct their business responsibly.
The UK’s point-of-consumption licensing regime requires that any operator offering services to British players must hold a valid UK license, regardless of where they are based. When it comes to online gambling regulation in the UK, key rules of the UKGC include:
🔸 Anti-Money Laundering (AML) Compliance: Operators must verify customer identities through Know Your Customer (KYC) processes to prevent money laundering and other illicit activities.
🔸 Social Responsibility: Operators are required to implement measures that promote responsible gambling, including age verification and monitoring for signs of problem gambling
🔸 Advertising Standards: All marketing materials from gambling operators and affiliate marketers must comply with the Advertising Standards Authority (ASA) guidelines. Here, the codes and rules include responsible messaging and prohibitions against targeting vulnerable individuals.
Thus, that is basically how online casinos are regulated in the UK. Let’s now delve into the ad environment.
UK Gambling Advertising Rules
Since the implementation of the Gambling Act 2005, gambling advertising has been permitted across all British media. This has been accounting for significant growth in marketing activities. However, this increase has raised concerns about the potential for advertisements to encourage harmful or excessive gambling behaviour. To address these issues, the UKGC and ASA have established stringent regulations governing how gambling operators can advertise their services, whether with or without affiliate marketers.
To provide iGaming products/services in the British market, you must have a gambling licence from the UKGC. This license gives you the legal right to do business with and advertise to consumers, players, or bettors in the United Kingdom. Still, it comes with specific conditions that mandate compliance with advertising codes designed to protect vulnerable groups. Some of the key gambling advertising rules in the UK in 2025 are as follows:
> Ads must not encourage irresponsible gambling. They must not mislead consumers in any way, including suggesting to them that they can use gambling to solve their financial problems.
> Operators and affiliate marketers need to ensure that all promotional content is responsibly targeted and does not appeal to minors—children or young people below the age of 18.
> Gambling ads on Google or any other platform must not be linked to enhanced attractiveness, sexual success, or seduction.
> Individuals featured in ads must be 25 years or older.
Note that if your adverts violate any of the rules in the advertising codes of ASA, you must amend/withdraw them or face legal consequences. In particular, repeated or serious breaches may lead to the referral of the guilty advertisers to the UKGC.
Also keep in mind that responsible gambling laws in the UK do undergo modifications to address new critical issues, usually giving more attention to consumer protection. In other words, in 2026, for example, the new regulations, if any, will further tighten existing rules.
Meanwhile, there are some upcoming changes and industry initiatives that operators and online casino affiliates targeting this market must note. We are referring to several proposals aimed at enhancing the social responsibility of gambling advertising in the UK. These include:
🔸 Monitoring of VIP Schemes: Close oversight of online VIP schemes to be maintained to prevent exploitation of vulnerable gamblers.
🔸 Review of Incentives: The UKGC is to examine how free bets and bonuses are structured to ensure they are not harmful.
🔸 Strengthening Consent for Direct Marketing: Customers/players will be given more control over the types of marketing commissions they receive, including consent requirements for the cross-selling of additional products.
Conclusion
Is online casino legal in the UK? We bet you know the correct answer to that question, having just learnt about online gambling regulation in the UK. As the landscape continues to evolve, our prediction at P4P Partners is that the UK Government’s position on online gambling regulation will remain one of strong commitment to reducing consumer harm. The focus will still be on reforming regulations and enhancing player protection to ensure a safe gambling environment.
In view of aligning all activities with the principles of responsible gambling, ongoing consultations will further shape the future of advertising and promotional practices in this market.
For affiliate marketers boosting their earnings through our Spades Queen Casino Affiliate Program or other platforms, the new UK gambling laws 2025 will present both challenges and opportunities. Staying informed and compliant with these regulations will be essential for maintaining a trustworthy relationship with your audience and ensuring sustainable success.
