Majority of UK Public Supports Stricter Advertising Limits
New polling data indicates that a clear majority of the UK public supports tighter gambling advertising restrictions, particularly around sponsorship and exposure to children. The findings have reignited debate over advertising rules, which have largely remained unchanged despite recent regulatory reforms across the sector.
According to research by More in Common, commissioned by the Campaign to End Gambling Advertising, seven in ten respondents favor stricter limits on gambling advertising and sponsorship. Over a quarter of participants support a complete ban on gambling promotion.
Regulatory Context and Policy Developments
In recent years, UK gambling policy has introduced lower online slot stake limits, higher taxes on operators, and a statutory levy to fund addiction treatment. However, advertising rules have stayed largely static, even as gambling promotions have surged since the 2005 market deregulation.
Campaigners and some MPs argue that the current framework is outdated and fails to address the scale and reach of modern advertising, particularly across television, social media, and influencer channels.
Political and Campaigner Pressure
Labour MP Beccy Cooper has stated that children and young people are frequently exposed to gambling content and that stronger restrictions are needed to reduce harm.
Digital platforms are a particular focus for reform. Will Prochaska, director of the Campaign to End Gambling Advertising, emphasized widespread public concern about children encountering gambling content online. He advocates removing gambling advertising from social media and online games targeting minors.
Industry Spending and Voluntary Measures
The gambling industry introduced a voluntary “whistle-to-whistle” advertising code in 2019, limiting TV ads before 9pm and including responsible gambling messages. Despite these measures, industry estimates suggest advertising spend remains high, with figures approaching £2 billion annually, although the Betting & Gaming Council (BGC) disputes these estimates, citing the inclusion of illegal operators.
The UK government has stated it does not currently plan specific legislation on gambling advertising but acknowledges the need to prevent promotions from contributing to harm. Officials are working with the industry and cross-departmentally to protect children and vulnerable groups while tackling illegal advertising.
Public Opinion vs. Industry Interests
The BGC defends current advertising practices, citing strict guidelines and prominent safer gambling messaging. The group also notes that research has not proven a direct causal link between advertising exposure and problem gambling.
However, the polling suggests that public concern outweighs economic arguments. Only a small minority want the gambling sector to grow, while nearly half prefer it to shrink. Respondents also showed little appetite for additional gambling venues, favoring empty retail units over new betting shops.
