GambleAware report says UK needs stricter gambling ad rules

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GambleAware, a grant-making organization supported by the gaming industry, is calling for stricter regulations on gambling advertising in the UK, arguing that the country lags behind other European nations.

Countries like Spain and Italy already ban gambling sponsorships in sports, while the Netherlands and Belgium have restrictions on targeted ads.

A recent study by the University of Bristol and Ipsos, commissioned by GambleAware, found the UK to be an outlier among regulated Western European markets due to its lenient approach to gambling ads. Unlike Italy, Germany, the Netherlands, and Belgium, the UK lacks comprehensive laws governing gambling marketing across TV, radio, online platforms, and sports. This is despite the UK having conducted more research on gambling-related harm than these other countries combined.

GambleAware suggests several measures, including a ban on broadcast advertising before the watershed, limits on online gambling marketing, a ban on sports-related gambling ads, and mandatory health warnings on all forms of gambling advertising. The charity claims these changes are supported by the public, with 67% believing there is excessive gambling advertising and 74% backing stricter regulation on social media.

The charity highlighted that Premier League viewers saw 30,000 gambling-related messages over the recent season’s opening weekend—a 165% increase from last year. Although the Premier League has agreed to phase out front-of-shirt gambling sponsorships by the 2026/27 season, GambleAware urges more immediate action.

Professor Siân Griffiths, chair of GambleAware Trustees, emphasized the need for stronger regulations, stating:

The lack of advertising and marketing controls in this country is a missed opportunity. We must acknowledge gambling as a public health issue, with the potential to affect anyone.

The charity has expressed particular concern over the impact of gambling ads on children and young people, calling for urgent steps to protect future generations. Although the UK government is expected to announce the results of a consultation on a statutory levy to support prevention, research, and treatment, GambleAware believes further action is needed now.

Zoë Osmond, CEO of GambleAware, added:

We welcome the statutory levy, which will ensure sustainable funding for harm prevention. However, the overwhelming presence of gambling marketing is a key driver of harm. Our proposed changes are reasonable and necessary to safeguard the public.