'Risk-free' & bonus-claim bans + safer-gambling messaging
The ASA and CAP have cracked down on misleading gambling promotions: 'risk-free' can only be used where the customer genuinely cannot lose their own money, 'money back' offers must be paid in cash rather than bonus funds, and significant conditions (wagering requirements, eligibility, minimum odds, time limits) must be shown up front. Gambling ads must also not mislead and must carry safer-gambling messaging and be clearly 18+. The industry's headline safer-gambling slogan moved from 'When the Fun Stops, Stop' to 'Take Time to Think' in October 2021.
'Risk-free' should be avoided unless the customer genuinely cannot lose their own funds; misusing it can breach CAP Code Section 3 (misleading advertising) and Section 16 (gambling).
'Money back' offers must be paid in cash, not as bonus credit; the tightened free-bet and bonus standards took effect on 14 February 2018.
Significant conditions - deposit and wagering requirements, minimum odds, eligibility, time limits - must be stated prominently (CAP Code rule 8.17), not buried in small print.
Ads must not materially mislead (CAP Code rule 3.1) and must include safer-gambling signposting and 18+ messaging.
The Betting and Gaming Council replaced 'When the Fun Stops, Stop' (originally launched by the Senet Group in 2015) with 'Take Time to Think' in October 2021.
The ASA has upheld numerous rulings against 'risk free bet' and similar claims (e.g. against Unibet and betting-system promoters).
Operators and affiliates must not label offers 'risk-free' or 'free' where a customer's own stake is at risk, must pay 'money back' offers in cash, and must display all significant bonus conditions prominently. Every ad must also carry 18+ and safer-gambling messaging (now 'Take Time to Think').
Reference, not advice. A teaching summary of the advertising rules — confirm current requirements with the regulator and the relevant ad platform.