This session explores how upcoming UK rules and global trends are reshaping direct gambling marketing to prioritise player choice, transparency, and harm reduction. Player-centric marketing: How are the UK’s new opt-in rules for direct marketing empowering customers to control the gambling content they receive? Exploring recent advertising restrictions in the Netherlands (e.g. ban on untargeted ads) and Italy (outright ban on gambling ads) as indicators of a broader global push toward stricter marketing standards. Balancing engagement with responsibility: exploring how operators can responsibly leverage data to deliver relevant messaging without fuelling gambling harm, especially among minors.