Online gambling operators are navigating a shifting landscape as regulators in the United Kingdom tighten advertising rules and U.S. state legislatures delay or rethink plans to legalise online casinos. Industry data and recent legislative developments show a sector under pressure from costlier compliance demands, shrinking licensed ad spend and growing political resistance to expansion – trends that could reshape how operators market to players and where they can lawfully operate.
UK enforcement and advertising retreat
New analysis released in early February shows licensed gambling advertising in the UK continuing to shrink, and regulators are moving to bring more of the sector’s promotional activity under scrutiny. Independent research commissioned by the Betting and Gaming Council (BGC) found that gambling advertising made up 2.7 percent of total UK advertising spend in 2024, down from 3.0 percent the year before – a decline the BGC and analysts attribute to reduced television spending and more conservative campaign strategies by major operators. The report noted that about one in five gambling adverts is now focused on safer-gambling messaging, reflecting industry attempts to respond to public concern. (bettingandgamingcouncil.com)
Regulators have also closed long-standing loopholes that allowed some operators registered outside the UK to run marketing aimed at British consumers without full oversight. Since 1 September 2025 the Advertising Standards Authority (ASA) extended the remit of the CAP Code so that UK-licensed operators must comply regardless of corporate registration – a change that has forced offshore operators, affiliates and creative agencies to overhaul promotional content and clearance processes. The combination of new enforcement benchmarks and the higher cost of compliance has led some smaller firms to suspend campaigns while larger groups rework messaging and monitoring arrangements. (thegamingboardroom.com)
Industry bodies argue this retrenchment by licensed operators risks creating space for unregulated, illegal operators to grow their reach – a point the BGC emphasised in its briefing – but campaigners and many politicians say stricter controls are necessary to limit young people’s exposure to gambling marketing. One recent study cited by campaign groups found majority public support for tighter restrictions on gambling adverts, placing political pressure on ministers to act. (theguardian.com)
U.S. state-level politics stall online casino expansion
Across the Atlantic, momentum toward legal online casinos is uneven. In Virginia, legislators advanced an amended online gaming bill in early February that critics say effectively delays legalisation until at least 2027 by requiring passage in two consecutive sessions – a procedural hurdle that reduces the likelihood of near-term approval. Proponents of legalisation stress potential tax revenue and the opportunity to regulate a large illegal market, but the split in committee votes highlights lingering political ambivalence. (yahoo.com)
That delay is emblematic of a broader U.S. pattern: some states press forward with regulated iGaming markets and tax frameworks, while others are retreating or imposing procedural checks amid concerns about social harm and the capacity of regulators to enforce online offerings. The resulting patchwork means operators face complex compliance regimes, divergent taxation, and the reputational challenges of running marketing in jurisdictions with rising scrutiny.
What operators and observers should watch next
Operators will be watching three key fault lines in 2026 – regulatory enforcement in established markets like the UK, legislative calendars in U.S. states considering iGaming, and the effectiveness of industry self-regulation versus statutory controls. If advertising spend by licensed operators continues to fall, regulators and campaigners warn that unlicensed providers could step in to fill the void unless enforcement tightens internationally – a dynamic that could provoke further rulemaking or cross-border cooperation. For readers tracking this space, watch for formal ASA rulings continuing to set creative red lines, follow state legislative calendars – especially in the U.S. Northeast and Mid-Atlantic – and monitor industry reports for changes in ad strategy and spending. Betting & Gaming Council advertising analysis. (bettingandgamingcouncil.com)