Gambling influencer marketing in the UK

Why UK gambling creator campaigns need their own rulebook

The ASA treats a paid UK creator post promoting gambling as an ad and holds the advertiser responsible alongside the creator. The operator also carries the licence risk, so the campaign is designed around the rules instead of checked against them afterwards.

• Strong appeal is judged on the creator. The CAP Code bars gambling ads likely to be of strong appeal to under-18s. Joint CAP and BCAP guidance from October 2025 treats 100,000 or more under-18 followers across all platforms as a warning sign, even as a small share of the audience.
• The 25 rule narrows casting. Anyone playing a significant role in a gambling ad must be 25 or over and not look younger, with narrow exceptions. That rules out a large part of the creator market.
• Media choice counts too. Gambling ads must not be directed at under-18s through the media they appear in. The benchmark CAP applies is an audience where more than 25% are under 18.
• The licensee answers for partners. Gambling Commission rules make licensees responsible for the third parties they contract with, so a creator's mistake lands on your licence.

Every creator on a UK shortlist arrives with the evidence from our creator vetting checklist: audience age and location, the creator's own age, past sponsors and past disclosure.

UK creator types compared for gambling briefs

Casting decides more UK outcomes than copy. Here is how common creator types tend to fare against the strong appeal test and the 25 rule; each creator still needs their own data.

Platform policy sits on top of the CAP Code. TikTok's branded content policy prohibits gambling, so we do not plan paid gambling posts there. YouTube and Twitch are covered in our YouTube gambling sponsorship checklist and Twitch gambling sponsorship rules.

Our UK gambling influencer campaign process

1. Licence and scope. We confirm your Gambling Commission account number, the products in scope, current offer terms, your safer gambling requirements and your compliance approver.
2. Casting against the rules. Every creator is 25 or over, with audience age and location pulled from every platform they use, not only the one the post runs on. Borderline cases count as high risk.
3. Briefs built on section 16. No framing of gambling as income, skill or investment, no win-only edits and no humour that plays down risk. Offer terms come from your live terms page, since bonus wagering has been capped at 10 times since 19 January 2026.
4. Disclosure and age-gating. A clear #ad label up front, the platform's paid partnership tool switched on and posts restricted to adults wherever the platform allows.
5. Approval, monitoring and takedown. Your compliance contact approves each asset before it posts. If a post reaches a younger audience or an offer changes, we edit or pull it that day.

Placement examples for captions, video and live streams are collected in our creator ad disclosure examples.

What you get

• A UK-cast shortlist Creators aged 25 and over, each with audience age evidence and a strong appeal note.
• CAP Code briefs Required statements, banned framings, live offer terms and your safer gambling lines.
• Disclosure set up per platform Label placement, paid partnership tags and adult-only settings agreed before filming.
• Pre-publication sign-off Nothing goes live until your compliance contact approves it.
• An evidence file Casting data, approved scripts and live URLs kept together in case a regulator asks.
• Same-day corrections Offer changes and takedowns reach every creator the same day.

Each creator gets a tracked link and, where supported, a promo code. We report registrations and first deposits per creator against your back office, with the compliance evidence filed beside the numbers.

When creator content is boosted as a paid ad, the industry code followed by Betting and Gaming Council members applies a 25-and-over targeting rule, so we set amplification up that way from the start.

Why 3betmedia

We work only with operators holding a Gambling Commission licence for the products in the brief. Our team has run creator campaigns in restricted categories since 2018, and we build UK rules into casting instead of fixing posts after a complaint.

This page is the UK rulebook. The creative side lives on our casino influencer marketing and sportsbook influencer marketing pages. Nothing here is legal advice; your compliance team signs off the final content.