The UK gambling market has grown exponentially over the last few decades, however new legislation and threats from the government mean that the hike in growth we’ve seen, may be about to be lessened and slow down considerably. Opposite to this, the US gambling market is opening up more and legalising across numerous states.
Both the UK and US are taking different approaches around gambling. Let’s take a look at each one and how the market shapes up right now.
UK Online Casino Marketing Laws
The United Kingdom is one of the most mature and strictly regulated gambling markets globally. Online casinos in the UK operate under the jurisdiction of the UK Gambling Commission (UKGC), established under the Gambling Act 2005.
Key Marketing Regulations in the UK
License Requirement
Only UKGC-licensed operators can legally advertise to UK residents.
Truthfulness and Transparency
Ads must not be misleading and must clearly display key terms, especially for bonuses and promotions.
Social Responsibility
Marketing must not target minors or vulnerable individuals. Operators are required to avoid glamorizing gambling.
Celebrity Endorsements and Influencers
Strict guidelines govern the use of influencers and celebrities, particularly if their audience skews under 18.
Ban on Misleading Offers
Promotions must not suggest that gambling is a solution to financial problems or a way to achieve social success.
In 2022, the UK Advertising Standards Authority (ASA) cracked down on ads that implied gambling could boost self-esteem or portrayed it as a rite of passage.
US Online Casino Marketing Laws
Unlike the UK, the United States has a state-by-state regulatory system for online gambling. There is no unified federal law governing online casino marketing, and the legal status of online casinos varies drastically across states.
States Where Online Casinos Are Legal
As of 2025, the following states have legalized and regulate online casino gambling:
New Jersey, Pennsylvania, Michigan, Connecticut, Delaware, West Virginia, Rhode Island.
States Where Online Casinos Are Illegal
In many states, online casinos are still prohibited. Some notable examples include:
Utah and Hawaii (total ban on all forms of gambling), Texas, Idaho, South Carolina, California (currently legal for in-person tribal gambling only, online casino legislation still in flux).
Marketing Guidelines in Legal States
State Licensing Required
Only state-licensed operators may advertise in that jurisdiction.
Geofencing
Online ads and services must ensure users are physically located within legal states (often enforced via GPS or IP address).
Responsible Gambling Messaging
States like New Jersey and Pennsylvania mandate prominent responsible gambling disclaimers in all ads.
Bonus and Offer Disclosure
Similar to UK laws, offers must include clear terms and conditions.
Popular Gambling States and Their Online Casino Stance
State | Online Casino Legal? | Notable Info |
|---|---|---|
New Jersey | Yes | First state to legalize online casinos (2013) |
Michigan | Yes | Rapid market growth, with strong regulation |
Pennsylvania | Yes | High tax rates but strong industry participation |
Nevada | No (Only online poker legal) | Surprisingly, online casinos remain restricted |
Louisiana | No | Retail and sports betting only |
New York | No (Sports betting only) | Considering legislation for online casinos |
Spotlight on Nevada and Louisiana
To some, the fact that online casinos are still illegal in Nevada is surprising given Las Vegas is known as the gambling hub of the world. Maybe it is the fact that the land casino industry there is so big that online accessibility might hinder its appeal and success.
With states like Louisiana, the rules around gambling are headscratching to many, the fact that retail and sports betting is allowed but no online casinos. This has meant that gambling sites in Louisiana have focused their efforts on creating a well-functioning and exciting legal online gambling industry for retail and sports betting. The experts at Time2play - a leader in online gambling - have crafted a thorough guide to Louisiana gambling laws.
Key Differences in Marketing Laws
Feature | UK | US (varies by state) |
|---|---|---|
National Regulation | Yes (UKGC) | No (state-by-state) |
Marketing Restrictions | Strict, centralized, enforced by ASA & UKGC | Varies by state, enforcement often weaker |
Use of Celebrities/Influencers | Heavily restricted | Allowed with some oversight |
Required Responsible Gambling Messages | Mandatory | Mandatory in regulated states |
Geo-targeting Requirements | Not needed (nationwide legality) | Mandatory, with technical enforcement |
The UK presents a highly centralized, strict, and socially conscious environment for online casino marketing. The US, on the other hand, is fragmented, with each state setting its own rules. While New Jersey, Michigan, and Pennsylvania lead the charge in regulated online casino gaming, states like Louisiana remain conservative—allowing sports betting but prohibiting online casinos.
Operators must navigate these complexities carefully, adapting their marketing strategies not just country-by-country, but state-by-state, to stay compliant and competitive.