The UK Committees of Advertising Practice (CAP) has set out tougher standards for gambling advertising to better protect players from harm and ensure operators promote their services responsibly.

CAP, which regulates non-broadcast marketing communications and is the sister organisation of the Advertising Standards Authority (ASA), aims to curb ads' appeal to problem gamblers and tighten conditions under which free bets and bonuses are offered.

It has introduced a number of new standards for free bets and bonus advertising, which are effective immediately, with CAP noting that most complaints made to the ASA about terms and conditions associated with gambling ads focused on two key areas.

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