The future of US & UK advertising: Two markets, new approaches

As advertising regulation increases and increases across both sides of the Atlantic Ocean, what is the future of gambling advertising? In the UK, there is very little that makes sense without understanding regulation – and advertising is no different. At surface level, there are two key things to understand about gambling advertising regulation in the UK. One; the guidelines are interpretive. Two; the Government is concerned primarily with demographic.

With regard to iGaming, specifically, there are strictly upheld limits around overly suggestive language. In short, you can in no way imply guaranteed winnings. Further, an interesting recent case study saw the Advertising Standards Agency (ASA) uphold a complaint against Mr Vegas in July 2026, finding that its cartoon slots were likely to appeal to under-18s. Yet other slots featuring cartoon character advertisements, such as Sweet Bonanza and Big Bass Bonanza 2, were recently found to be compliant. Hence, interpretive.