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Start with the country where you saw the ad: there is no single worldwide complaint route. In the UK, report gambling advertising to the Advertising Standards Authority (ASA). In Australia, the Australian Communications and Media Authority (ACMA) route depends on the ad’s format and category. In South Africa, report suspected illegal or non-compliant gambling ads to the National Gambling Board (NGB). Record where and when the ad appeared and describe the specific content or placement that raised concern.
What to record before reporting the ad
A clear, factual report helps the relevant body identify the ad and assess its context. Capture what you can without putting yourself or anyone else at risk.
- Where it appeared: note the platform, website, app, page, channel, or other location.
- When you saw it: record the date and time, including the time zone if known.
- Which ad it was: save a screenshot or copy if available and safe to retain. Note the advertiser or account name and the ad’s URL or post identifier if visible.
- Why it concerned you: briefly describe observable details, such as its placement on a youth-oriented page, content or characters that appear directed at children, or the audience context. Avoid presenting a suspicion as a proven legal finding.
The South African NGB specifically asks for a screenshot or copy if available, the platform or location, and the date and time. The other details above can make a report clearer, but are practical additions rather than requirements attributed to the NGB.
Choose the reporting route for your country
United Kingdom: complain to the ASA
For a UK gambling-ad complaint, the Gambling Commission directs people to the ASA complaints service. The ASA applies the UK Advertising Codes, which address both ad content and placement and aim to protect children under 18 and other vulnerable people. Its guidance says marketers should use social-network tools to exclude under-18s, take care around site sections dedicated to under-18s, and exclude known under-18s from direct-marketing lists. Describe the placement or content you observed; your report is not itself a determination that the ad broke a rule.
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The ASA is the advertising regulator, while the Gambling Commission is a separate gambling regulator that can act against businesses for advertising-rule breaches, including fines; serious or repeated breaches can lead to tougher action. Ofcom retains overall responsibility for broadcast advertising rules and principal responsibility for TV programme sponsorship and teleshopping. The Information Commissioner’s Office (ICO) enforces PECR rules concerning marketing calls, emails, texts, and cookies, so the appropriate route may differ for direct marketing or broadcast placements.
In a 4 June 2026 update, the Gambling Commission reported that CAP had issued an enforcement notice focused on the expectation that gambling content marketing should not be of strong appeal to under-18s. It said an AI-based monitoring sweep was due to launch on 11 June 2026; that date has passed. The notice concerns UK gambling businesses, not a worldwide rule.
Australia: check ACMA’s route for the ad type
ACMA’s process depends on what kind of ad you saw. For certain TV or radio complaints—gambling ads during live sport or concerns about ad volume—complain to the broadcaster first. If the response is unsatisfactory, or there is no response within 60 days, you can then complain to ACMA. That broadcaster-first step applies to the specified broadcast cases, not all Australian gambling-ad complaints.
Ads for gambling during live sport streamed online can be reported directly to ACMA. ACMA also accepts direct complaints about prohibited interactive gambling services, including online casino-style services and certain unlicensed or in-play betting services. It says complaints in those categories can be anonymous and may also be sent by post. Check ACMA’s gambling-ad complaint guidance and online gambling complaint form to identify the route that matches your case.
South Africa: email the NGB
Report suspected illegal or non-compliant gambling advertising to the NGB at [email protected]. Include the ad copy or screenshot if available, where it appeared, the date and time, and any other useful information. The NGB says it assesses reports and may refer them to provincial licensing authorities.
The NGB says gambling advertising must not be placed in media primarily directed at under-18s or at venues where most of the expected audience is under 18. Those are South African rules and guidance; do not assume they apply in other countries.
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Use platform reporting as an additional step
If the service hosting the ad provides an ad-reporting control, you can use it to flag the content to that platform. The regulator routes above remain the relevant way to raise a regulatory concern; a platform report is not established here as a replacement for a complaint to the appropriate authority.
What to expect after filing a report
A report gives a regulator information to assess; it does not prove that a breach occurred or guarantee that the ad will be removed. The UK Gambling Commission says it uses information from customers to address compliance failings and inform enforcement and policy work. In its 4 June 2026 update, it quoted CAP’s enforcement notice: “If we identify ads that break the rules, we will require you to amend or remove the ad immediately and, if you fail to comply, we will impose sanctions, which may include referral to the platform hosting the ad and/or the Gambling Commission.” The statement describes CAP’s approach to gambling businesses under the UK notice.
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