UK ministers are facing renewed pressure to tighten restrictions on gambling advertising, after new polling revealed strong public support for a far tougher approach to promotions and sponsorship.
Gambling regulation has been the subject of increasingly heated debate in recent years, with governments introducing tighter controls on online slots, higher industry taxes and a statutory levy to fund addiction treatment. However, advertising rules have remained largely untouched, despite the scale of promotional activity rising sharply since market deregulation in 2005.
Polling conducted by More in Common and commissioned by the Campaign to End Gambling Advertising suggests that public tolerance for gambling marketing has now reached a tipping point.
The research, published in a report titled Ending A Losing Streak, found that 70% of respondents support stronger curbs on gambling advertising and sponsorship, while more than a quarter believe gambling firms should not be allowed to advertise at all.
In a foreword to the report, former Conservative party leader Iain Duncan Smith said tougher regulation would be both politically viable and widely supported.
“The report shows that tougher regulation of the gambling sector would not only be uncontroversial but would carry strong public support from voters across the political spectrum,” he said. “If we are to protect the next generation from gambling harm, we must act.”
Labour MPs have also stepped up calls for reform. Beccy Cooper said existing advertising rules were no longer fit for purpose, arguing that promotions now “saturate television, social media and influencer marketing”, exposing children and young people as a matter of course.
Despite stricter regulation elsewhere, gambling advertising has so far avoided major legislative intervention. In 2019, operators agreed a voluntary “whistle-to-whistle” ban on advertising during live sports broadcasts before 9pm, alongside a commitment that 20% of adverts promote safer gambling messages.
Campaigners argue these measures fall well short of what is needed. Will Prochaska, director of the Campaign to End Gambling Advertising, said the polling shows a clear mandate for action, particularly online.
“This study shows deep public concern about the gambling sector and a strong appetite to protect children from gambling ads,” he said. “We urge the government to start by banning all gambling advertising and content from children’s social media and computer games.”
The gambling industry spends up to £2bn a year on advertising and marketing, according to some estimates, although the Betting & Gaming Council disputes that figure, putting annual spend closer to £1.15bn and arguing higher estimates include illegal operators.
The BGC maintains that advertising already complies with strict guidelines and that there is no proven causal link between exposure to advertising and problem gambling. It has also warned that further restrictions or tax rises could damage the sector and lead to job losses.
A government spokesperson said there are currently no plans to legislate for new advertising restrictions, but acknowledged ongoing concerns.
“We recognise that more work needs to be done to ensure that gambling advertising does not lead to harmful gambling,” the spokesperson said. “We are working closely, across government and with industry, to ensure children and the most vulnerable are protected, and to tackle illegal gambling advertising.”
The polling suggests gambling is now the industry voters most want to see regulated more tightly, ahead of technology, artificial intelligence, finance and aviation. Only 8% of respondents said they would like the gambling industry to grow, while nearly half said they would prefer it to shrink.
Concerns also extend to physical gambling venues. Asked whether they would prefer an empty shop or a gambling venue on their local high street, 44% chose an empty unit, compared with just 27% who favoured a betting shop or arcade.
As political pressure builds and public opinion hardens, ministers may find it increasingly difficult to resist calls for a more restrictive advertising regime in the year ahead.
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UK ministers face mounting pressure to restrict gambling advertising