Compliance Guide for Gambling Influencer Marketing

Gambling influencer marketing is one of the most heavily regulated forms of digital advertising. Operators and streamers operating across multiple markets must navigate distinct regulatory frameworks that impose different requirements on content, disclosure, audience targeting, and platform eligibility. Non-compliance can result in regulator sanctions, advertising bans, licence conditions, and — in severe cases — licence revocation.

The three most important regulatory frameworks for iGaming influencer marketing are the UK Gambling Commission and ASA CAP/BCAP Code, the Malta Gaming Authority marketing compliance requirements, and Germany's Interstate Treaty on Gambling (GlüNeuRStV) overseen by the GGL. Each framework has specific implications for how streamers can present gambling content and how operators must structure their influencer relationships.

UK UKGC and ASA Requirements

All gambling advertising in the UK, including influencer and streamer content, must include clear disclosure of commercial relationships per the ASA CAP Code. Gambling content must not appeal strongly to under-18s — which means streamers cannot integrate casino content into gaming streams where a significant portion of the audience is under 18. Operators must ensure streamers include responsible gambling messaging and display their UKGC licence number. Bonus advertising must comply with the UKGC's 2023 bonus advertising rules, which restrict certain bonus structure promotions. The ASA actively investigates influencer gambling content, and non-compliant streamers can be barred from advertising any UKGC-licensed product.