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Betting advertising restrictions in football - UK
The UK lives by strict but understandable rules for advertising gambling in sports. For football, they consist of ASA/CAP/BCAP codes, industry agreements of leagues and clubs, as well as "risk mitigation practices" (for example, a voluntary whistle-to-whistle ban around match broadcasts). Below is what exactly is allowed/prohibited, where are the boundaries in the stadium/media inventory and how to act without violations.
1) The main "red lines" of content: protection of minors
Prohibit "strong appeal." Any gambling advert should not have strong appeal to under-18s. The use of visuals, characters, slang and media faces that "strongly enter" young people (players with a large teen audience, youth culture stars, etc.) is prohibited. This is a strict CAP/ASA standard from October 1, 2022.
Checking creativity. The advertiser must assess the risks of a "strong appeal" in advance and be ready to show the ASA his rationale (risk assessment) for images, ambassadors and ad style.
2) The shirt front in the Premier League: what's changing
2026/27 season: Premier League clubs voluntarily abandon betting sponsors on the match T-shirt front. This is the first such decision among UK leagues to be agreed with the DCMS in the context of a review of gambling policy.
What remains acceptable: placing logos on sleeves, training equipment and stadium surfaces - subject to child/youth protection rules and visibility of 18 +/RG messages. Industry codes and additional club/league frameworks continue to tighten.
3) Stadiums, sites and "family zones"
Stadium inventory. Sides, LED panels, interval rollers - permissible in the absence of "strong appeal" and with limited contact in family zones; new industry codes reinforce requirements.
Children's sections of club sites. Gambling logos/banners cannot be placed on pages targeted at children (academies, junior clubs, school initiatives).
Equipment for children. Baby whales must not carry gambling company logos (FA Form/Advertisement regulations and club policies).
4) Broadcasts and "whistle-to-whistle"
Voluntary partial ban (from 2019): the industry has limited the display of gambling ads during live sports broadcasts before and immediately after the match ("whistle-to-whistle"), which reduced the volume of TV advertising in this interval (study 2024).
BCAP code: separate rules on schedule/age structure of the audience - advertising cannot be placed in/near content, where the share of underage viewers is high.
5) Social networks, influencers and football players
Age targeting. No coverage <18; platform age-gating tools and exclusion of youth interests are mandatory.
Campaign faces. Even adult athletes/media figures can break the "strong appeal" if their fanbase is significantly younger than 18. Legal practice and clarification shows that the ASA does not consider "status" but an audience profile.
6) What counts as "responsible" advertising in football
Communication tone. No promises of easy earnings, "knowledge of football = winning," FOMO timers; ASA has already blocked such cases.
Markings and references. 18 +, messages about safer gambling, visible T&C right on the offer card.
Location of logos. Avoid exposure in children's sectors of the stadium/on children's goods; Place RG messages in adult traffic areas.
7) Quick checklists
For clubs and leagues
1. Contracts with sponsors: take into account the ban on the front of T-shirts from 2026/27, prescribe obligations for RG and age-gating for all equipment.
2. Children contact map: family sectors, children's activities, junior pages - without gambling logos/links.
3. Creative and faces: screening ambassadors for "strong appeal" (audience data, social networks), documented risk assessment.
For operators
1. CAP/BCAP compliance: test for "strong appeal," youth code prohibition, correct T&C and RG labels.
2. Media plan: Respect "whistle-to-whistle" windows and profile placements by age.
3. Club sites and applications: white/black lists of sections, exceptions for junior content.
For influencers/players
1. Audience Verification: If a share <18 is noticeable, cooperation with the betting brand is risky/unacceptable.
2. Script advertising: neutral tone, no "skill ⇒ profit," visible 18 +/RG.
8) Short Carrier Risk Scale (Football)
Match T-shirt front (APL): Banned for betting brands from 2026/27.
Sleeves, training kits, stadium LEDs: conditionally acceptable, with exclusion of children's areas and compliance with CAP/ASA.
TV broadcast during the match: limited to a voluntary "whistle-to-whistle" ban.
Club sites (junior pages): prohibited.
Social networks: only 18 +, without "strong appeal" and with hard age-gating.
9) Frequent questions
Can I leave the bookie's logo on my sleeve after 2026/27?
In the APL, yes, subject to CAP/ASA and club/league codes; the ban concerns the front of the T-shirt.
Are "family days" permissible with bookmaker sponsor activities?
Only in the format of the 18 + perimeter and without contact activity aimed at children; it is better to completely separate events by zones.
What about TV ads before 9pm?
BCAP prohibits placement near children's content/audience; plus there is a voluntary "whistle-to-whistle" practice around live sports.
10) TL; DR: How not to make a mistake
Do not use creative/ambassadors with "strong appeal" to <18.
Since 2026/27 there is no front sponsorship of betting on Premier League shirts; other media - only with protections.
Observe whistle-to-whistle and BCAP age profiles.
No promises of "earning money by knowing football" and FOMO language.
On club websites - zero gambling ads on junior pages.
Advertising of betting in British football is rapidly evolving to strict youth protection and transparent responsibility. The key is to follow CAP/BCAP and industry codes: avoid "strong appeal," exclude children's areas/audiences, respect "whistle-to-whistle" and prepare a documented risk assessment for each creative and medium. So clubs, leagues and operators maintain commercial stability - and the trust of fans.