The UK Advertising Standards Authority (ASA) has amended advertising regulations to close a loophole allowing overseas-registered gambling operators to bypass restrictions. This change, effective immediately, strengthens oversight of gambling ads, including those tied to esports betting, ensuring compliance with UK standards. The move addresses growing concerns about unregulated advertising in the rapidly expanding esports betting ecosystem.
The ASA’s update targets a gap that allowed non-UK registered gambling operators to advertise without adhering to the stringent UK Gambling Commission (UKGC) rules under the Gambling Act 2005. Previously, some operators exploited this loophole to promote esports betting platforms to UK audiences, raising concerns about underage exposure and the issue of responsible gambling. The new rules mandate that all gambling ads, regardless of the operator’s registration location, meet ASA’s standards for transparency, fairness, and consumer protection. This includes clear age restrictions and responsible gambling messaging, critical in esports due to its younger demographic.
For the esports betting industry, this development reinforces the UK’s position as a tightly regulated market—operators like Betway and GG.Bet, a prominent esports company, must now ensure its advertising aligns with these standards, potentially increasing compliance costs but enhancing market integrity. The Esports Integrity Commission (ESIC) has welcomed the move, noting its alignment with efforts to combat corruption and protect fans. ESIC’s ongoing partnerships with operators like BETER, which reported only 0.01% of its 36,000 monthly events flagged for suspicious activity, highlight the industry’s push for transparency.
The ASA’s action signals a broader trend toward stricter oversight as esports betting grows. With 19 US states legalizing esports betting and regions like Ontario refining regulations, global alignment on advertising standards could shape operator strategies. For bettors, this ensures safer, more transparent platforms, while operators face pressure to innovate within regulatory boundaries.
Sources: iGamingBusiness, Esports Insider
