UK ministers are preparing to face growing pressure to introduce tighter restrictions on gambling advertising, as lawmakers and advocacy groups reiterate new data showing broad public support for a far less permissive approach, including bans on sponsorships.
Gambling policy has been at the center of intense debate in the UK in recent years. The sector, worth approximately £12.5 billion annually, has already been affected by stricter regulation and tax increases announced in the November budget, despite heavy lobbying from the industry.
Measures such as lowering betting limits on online slots and introducing a mandatory levy to fund addiction treatment services have already come into force, but advertising rules have largely remained untouched.
However, a new survey shared with The Guardian suggests that public attitudes have shifted significantly.
The research, conducted by the think tank More in Common and commissioned by the Campaign for the Ban on Gambling Advertising for the report Ending a Losing Streak, shows that 70% of respondents support tougher restrictions on gambling-related advertising and sponsorship.
Even more striking is the level of agreement among those who believe gambling companies should not be allowed to advertise at all—a position supported by 27% of respondents.
In the foreword to the report, former Conservative leader Iain Duncan Smith argues that tighter regulation would not be unpopular but would instead enjoy widespread voter support. In his view, if the goal is to protect younger generations from gambling-related harm, decisive action is required.
The industry notes that in 2019 companies agreed to a voluntary code banning gambling advertisements during live sports broadcasts before 9:00 p.m. and requiring a portion of advertising to be dedicated to responsible gambling messages.
Despite this, some estimates suggest the industry continues to spend around £2 billion per year on advertising and marketing, including promotions linked to bonuses, incentives, and casino rewards used to attract and retain customers.
The Betting and Gaming Council, which represents gambling operators, disputes this figure, lowering it to £1.15 billion, arguing that higher estimates also include spending by illegal operators.
From a Labour Party policy perspective, there are calls for a change of pace. MP Beccy Cooper notes that despite progress in certain areas, successive governments have failed to adequately address the issue of promotion.
In her view, current rules are no longer fit for purpose in a media environment where gambling advertising permeates television, social media, and influencer marketing, systematically exposing children and young people.
The exposure of minors is one of the most sensitive issues for advocacy groups. Will Prochaska, director of the Campaign for the Ban on Gambling Advertising, speaks of widespread concern and a clear demand for stronger protections for young people.
He argues that the first step should be a complete ban on gambling advertising across social media platforms and within video games aimed at children.
The survey also shows that gambling is the sector most likely to face stricter regulation, ahead of industries such as technology and artificial intelligence, finance, and aviation. Sixty-five percent of respondents support tougher rules.
The government, however, has responded cautiously. A spokesperson stated that no specific legislative measures on gambling advertising are currently planned, while acknowledging the need to do more to ensure that commercial communications do not encourage harmful gambling behavior. This stance is unlikely to quell the debate, which is expected to intensify throughout the year.
