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GambleAware has called for an end to the UK’s lenient gambling advertising regulations, urging the country to align its policies with European standards. The British charity is determined to address the public health concerns surrounding the impact of gambling marketing, advocating for a ban on ads during sports events and on pre-watershed television.
Following concerns over rising gambling-related issues, particularly among younger audiences, GambleAware advocates for stricter ad controls that prioritise public safety. The organisation suggests that current UK policies lag behind those of some European countries, where more stringent restrictions on gambling ads have reduced exposure to vulnerable groups. These recommended policies would encourage transparency and more thoughtfulness on ad placements, especially in digital spaces. For anyone exploring gambling responsibly, a brief look at the online casinos guide by HeadlineCasinos.com provides insights on safer practices in line with responsible gambling initiatives.
Need For Urgent Reform
Despite widespread public calls for change, the UK has yet to address gambling advertising in its legislation. According to a recent survey, two-thirds of Britons believe there is excessive gambling advertising, with an even greater proportion supporting stricter regulations on social media and TV. These findings underscore the urgent need for reform, particularly as the UK confronts increasing evidence of gambling-related harm and its growing normalization among younger audiences.
GambleAware is campaigning for tougher restrictions to address this issue, proposing measures such as pre-watershed bans on broadcast ads, tighter controls on online gambling marketing, and a total ban on gambling sponsorships in sports. The charity has repeatedly emphasized that ample evidence shows how gambling advertising drives participation, heightens risks, exacerbates harm, and normalizes gambling as harmless entertainment—especially for children.
Estimates from 2017 reveal that gambling operators spend approximately £1.5 billion annually on advertising and marketing. Research from the University of Bristol, which contributed to GambleAware’s report, found that Premier League fans were exposed to nearly 30,000 gambling-related messages during this season’s opening weekend—an alarming 165% increase compared to the previous year.
The charity also recommends that all gambling promotions include mandatory health warnings, similar to those used for smoking, as a fundamental step to protect public health.
EU Crackdown
In recent years, European nations have moved toward implementing stricter regulations on gambling advertising. Belgium, for instance, enacted a sweeping ban on all forms of gambling advertising in July 2023. Similarly, the Netherlands introduced enhanced restrictions last year, targeting digital and public advertising while banning sports sponsorships. These measures also included limiting online ads to individuals of legal gambling age. Italy set a precedent in 2019 by becoming the first country to completely outlaw gambling advertisements.
In contrast, the UK has been slower to follow suit. Although the Premier League has pledged to phase out front-of-shirt gambling sponsorships by the 2026-27 season, broader regulatory action has been limited. The UK continues to rely heavily on self-regulation and co-regulation, with significant input from the gambling industry itself. This approach, however, faces challenges due to potential conflicts of interest and enforcement issues. Consequently, meaningful reductions in gambling advertising in the UK are unlikely without new primary legislation to enforce stricter controls.
On-going Criticism
The long-anticipated Gambling White Paper, released more than two years after the government initiated its review of the 2005 Gambling Act, has drawn criticism for failing to include substantial measures to address gambling advertising and marketing, despite strong public support for tighter regulations.
GambleAware points out that the UK has produced nearly 500 gambling-related research studies over the last decade—far surpassing the efforts of countries like Italy, Germany, the Netherlands, and Belgium. Research from institutions such as Bristol, Bournemouth, and Glasgow universities provides clear evidence of a link between gambling advertising and increased participation, as well as elevated risks. However, despite this wealth of data, the UK still lacks comprehensive legislation to regulate gambling marketing across TV, radio, online platforms, and sports.
The charity underscores that the UK maintains some of the most relaxed advertising regulations in Europe, allowing gambling promotions to flourish with minimal oversight. While a decision on introducing a statutory levy—mandating gambling companies to allocate a percentage of their profits to treatment, research, and harm prevention—is expected soon, GambleAware stresses the pressing need for immediate reforms to advertising practices.
David Prior
David Prior is the editor of Today News, responsible for the overall editorial strategy. He is an NCTJ-qualified journalist with over 20 years’ experience, and is also editor of the award-winning hyperlocal news title Altrincham Today. His LinkedIn profile is here.
