On 9 September 2026, the Advertising Standards Authority upheld a complaint against Smart Gravity Ltd, trading as top10onlinecasinoreviews.co.uk. Its paid search ad appeared on 18 June after a search for “help with gambling”. The ASA considered that phrase likely to indicate someone seeking support for gambling-related harm and found the targeting irresponsible. [Read the ASA ruling](https://www.asa.org.uk/rulings/smart-gravity-ltd.html).
If something similar happens to you, put getting help first. You can report the ad using information you already have, without clicking it or repeating the search. Open the [NHS guidance on help for problems with gambling](https://www.nhs.uk/live-well/addiction-support/gambling-addiction/) directly for treatment and support options; there is no need to wait for a complaint outcome.
What the September ruling means for your complaint
Smart Gravity was an affiliate comparison business, rather than a gambling operator. It said it understood Microsoft Advertising had served the ad, denied intentional targeting of people seeking support and could not identify matching queries in its records. The ASA found its exclusion keywords and targeting controls insufficient. It applied CAP Code rule 1.3 and required that the ad not appear following that search again. [ASA findings and advertiser response](https://www.asa.org.uk/rulings/smart-gravity-ltd.html).
This is a specific reporting example, not a blanket ban on casino comparison advertising. Rule 1.3 requires advertisers to act responsibly towards consumers and society. In your complaint, explain the connection between the search you made and the gambling promotion you saw, without guessing what the advertiser knew about you. This explanation of the regulatory implications is not legal advice. [CAP Code: social responsibility](https://www.asa.org.uk/type/non_broadcast/code_folder/rules.html).
Save what you already have, then leave the ad
The ASA asks for the advertiser’s name, the time, date and medium in which the ad appeared, the advertised product or service, and a copy or brief description of the ad. If you only know the displayed website name, record that and explain what you could identify. If you cannot remember an exact time, make clear that your timing is approximate. [ASA complaints FAQ](https://www.asa.org.uk/make-a-complaint/complaints-faq.html).
Our practical suggestion is to preserve an existing screenshot showing the search phrase, sponsored label, ad wording and displayed domain, together with a note of the search platform. These details can help explain the placement; they are not a claim that every item is mandatory. Do not repeat triggering searches, click the casino ad, register or deposit to gather evidence. If the ad has gone, write down what you remember and distinguish remembered details from anything you saved.
Submit the facts and explain why the placement concerned you
Use the [ASA’s Make a complaint page](https://www.asa.org.uk/make-a-complaint.html). Describe your search, the ad that appeared and why seeing a gambling promotion in that context concerned you. Include whether you were seeking help for yourself or someone else only if it is relevant and you are comfortable explaining it. The ASA requires your name and contact details and asks you to limit a complaint to three issues. Paid search listings are covered by its remit; ordinary unpaid search results are treated differently.
You can include a link to the Smart Gravity ruling as a relevant example, but use your own dates, search wording and advertiser details. You do not need to reproduce the earlier complaint or claim that the circumstances were identical. Keep a copy of your submission and any reference you receive. The ASA assesses complaints against the advertising codes: submitting one does not guarantee a formal investigation, the same decision, compensation or immediate removal. Access support while that process takes place.
Reach support directly and check what self-exclusion covers
The [NHS gambling-help guidance](https://www.nhs.uk/live-well/addiction-support/gambling-addiction/) explains treatment, support groups and help for people affected by someone else’s gambling. Its specialist clinic information concerns England, where self-referral is available; you can also ask a GP about services in your area. For telephone support, the Gambling Commission lists 0808 8020 133 for England and Scotland and 0808 2819 265 for Wales, available 24 hours a day, seven days a week. These are the regional contacts it lists, rather than a single UK-wide number. [Gambling Commission support information](https://www.gamblingcommission.gov.uk/public-and-players/page/self-exclusion).
Self-exclusion is an additional tool for stopping gambling. Check which businesses and forms of gambling an arrangement covers; the Commission describes both individual business arrangements and schemes covering multiple operators. Its guidance also recommends seeking support and considering software that blocks access to gambling websites. Self-exclusion should not be treated as a guarantee that paid search ads will disappear. Read the [Commission’s self-exclusion guidance](https://www.gamblingcommission.gov.uk/public-and-players/page/self-exclusion) and our [guide to limits, time-outs and self-exclusion](/safety/responsible-gambling-tools-online-casinos). Further reading is available through [iGaming Centre’s responsible-gambling resources](https://igamingcentre.com/responsible-gambling).
Useful iGaming Centre links
Official context
FAQ
Can I complain without a screenshot?
The ASA accepts a brief description, although it needs enough information to identify and assess the ad. Give the details you have and explain any gaps; do not return to an upsetting search just to obtain an image. [ASA evidence requirements](https://www.asa.org.uk/make-a-complaint/complaints-faq.html).
Do I need to finish reporting before getting help?
No. You can close the search results and go directly to the [NHS gambling-help guidance](https://www.nhs.uk/live-well/addiction-support/gambling-addiction/). Reporting can wait if collecting or reviewing the details feels difficult. 18+ only. This article provides general information, not legal advice.
