The UK Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP) have published their Annual Report 2025, setting out how the advertising regulator responded to changes in online marketing and enforcement priorities over the past year.
According to the report, the ASA and CAP scanned nearly 60 million online advertisements in 2025, while resolving more than 40,000 complaints. The organisations also said they helped secure the amendment or removal of 22,383 ads.
In the report, the regulator said the past year involved responding to "rapid change in online advertising" and rising expectations around consumer protection and transparency.
It identified several areas of focus, including stronger protections for vulnerable people, clearer disclosure in influencer advertising, action on misleading environmental claims and preparation for incoming rules on less healthy food advertising.
The ASA and CAP said the report was intended to show "how advertising regulation is evolving and what that means for advertisers, platforms and the public".
While the annual report covered advertising regulation across multiple sectors, its publication comes as gambling remains under scrutiny in the UK marketing environment, particularly where ad content may be seen as socially irresponsible or likely to appeal to vulnerable groups.
The ASA did not announce new gambling-specific enforcement measures in the report summary, but the figures underline the scale of its monitoring activity across digital advertising.
For gambling operators and suppliers, the report provides an indication of the wider compliance environment in which marketing practices are assessed.
The regulator also framed the document as a practical review of evidence, decisions and enforcement outcomes from the previous year. It said the report goes beyond headline figures, outlining how standards are being applied as online advertising formats continue to change.
The publication adds to a series of recent ASA actions affecting the gambling sector, where the regulator has continued to assess social responsibility, audience appeal and the overall impression created by advertising content.
Earlier this month, the ASA upheld a complaint against Skill On Net, trading as Gecko Play, over an Instagram ad that the regulator said trivialised repeated gambling behaviour and suggested further betting after losses. The ruling required the ad to be removed in its current form and instructed the operator to avoid similar messaging in future marketing.
The annual report was published on 14 April 2026 through the ASA's resource library and covers enforcement activity across the 2025 reporting period
