Gambling: Tougher new Rules for 'Wager Now' Adverts Gambling: Tougher brand-new guidelines for 'bet now' adverts 14 February 2018 Gambling firms are to face tougher brand-new advertising guidelines - consisting of a ban on telling customers to "wager now", the marketing watchdog has said. The new rules, which will limit adverts throughout live occasions, goal to protect "susceptible" gamblers, the Committee of Advertising Practice said. CAP, which composes advertising rules, said the new requirements will also target unclear offers for complimentary bets. It comes as gambling firm ElectraWorks was fined ₤ 350,000 for misleading ads. GVA, which owns ElectraWorks and brand names including Foxy Bingo, said the adverts have been withdrawn and all its deals have given that abided by the guidelines. Warning over gamblers' 'VIP status' Skin betting: 'Children as young as 11 presented to gambling' Announcing the brand-new constraints, external, CAP said it will restrict any adverts that encourage repeated play or irresponsibly recommend "risk complimentary" deposits. The upgraded rules, which will be utilized by the Advertising Standards Authority in its decisions on problems, will likewise ban adverts that play on customers' financial issues or self-esteem. The new requirements will enter force on 2 April - except for the constraints on totally free bets, which apply right away. Free bets CAP said most of problems over betting adverts connect to customers being forced to make deposits before they can access their totally free bets or withdraw their winnings. It said all complimentary bet and perk offers must now state the terms plainly. Any money-back offers must likewise be made in cash and not bonuses.