The new guidelines intend to reinforce the rules by the old law on gaming, according to which “..There is no prohibition on advertisements which informs the public of gaming facilities overseas, as long as those advertisements do not invite such persons to gamble.” In other words, gambling adverttising can inform cusumers about gambling opportuniies, but cannot encourage to play.

The current guidelines give various samples of advertising slogans that will not be permitted. However, advertisers are bound to come up with various innovative ways of advertising and promotion to 'inform' the public of their services and the effect of the guidelines may be limited.

The effect of the Guidelines are also limited as they only apply to advertising by British based publishers. Advertising by for example banners on foreign websites is not covered.

The Guidelines can be found on he Gambling Commission’s website: http://www.gamblingcommission.gov.uk