UK gambling operators face tighter advertising restrictions come April, although the vagueness of the new rules will likely cause confusion for both operators and regulators.

On Wednesday, the UK Advertising Standards Authority (ASA) and the Committee of Advertising Practice (CAP) announced new standards for gambling advertising, “focusing on ads’ appeal to problem gamblers and on free bets and bonuses.”

The changes take effect on April 2 and the ASA will use the updated standards when considering new complaints regarding gambling adverts. Which will likely be rampant, given the broad strokes of the CAP guidance.

Specifically (and we use that term loosely), the revised standards include restrictions on ads that “create an inappropriate sense of urgency, like those including ‘Bet Now’ offers during live events.” Ads must also not put “undue emphasis on money-motives for gambling,” engage in “trivialization of gambling (e.g. encouraging repetitive play” or “approaches that give an irresponsible perception of the risk or control (e.g. ‘Risk-Free Deposit Bonus).”