Key Moments:
- Polling shows 70% of respondents favor stricter restrictions on gambling ads and sponsorships
- The UK government has raised gambling taxes but has not introduced further advertising limits
- Only 8% of respondents want the gambling sector to grow, while 47% want it to shrink
Public Sentiment Favors Tougher Ad Regulations
Recent survey data has intensified the debate over gambling advertising rules in the UK. Despite limited legislative action, the findings place renewed pressure on government officials. Data shared with The Guardian shows strong public demand for tighter oversight of gambling promotions.
More in Common conducted the survey for the Campaign to End Gambling Advertising’s report, Ending A Losing Streak. It found that 70% of participants support stricter controls on gambling ads and sponsorships. A further 27% support a full ban on self-promotion by gambling firms.
Political and Regulatory Developments
These findings follow years of policy debate and incremental reform. Successive governments have lowered online slot stake limits and introduced a statutory levy for addiction treatment. The November budget also increased industry taxes, despite strong opposition from gambling operators. Advertising rules, however, have seen little change.
Former Conservative leader Iain Duncan Smith highlighted the results, saying, “The report shows that tougher gambling regulation would not be controversial and would attract strong cross-party voter support.” He added, “If we want to protect the next generation from gambling harm, we must act.”
Industry Measures and Ongoing Criticism
Since 2019, gambling operators have followed a voluntary “whistle-to-whistle” policy. This rule limits ads during sports broadcasts shown before 9pm. Companies also dedicate 20% of advertising space to responsible gambling messages. Critics argue these measures fall short, especially online, where promotion remains widespread.
Estimates place annual gambling advertising spend at around £2 billion ($2.7 billion). The Betting & Gaming Council disputes this figure and reports spending closer to £1.15 billion ($1.55 billion). The council claims higher estimates may include illegal operators.
| Advertising Spend Estimate | Reporting Body |
|---|---|
| £2 billion ($2.7 billion) | General Estimates |
| £1.15 billion ($1.55 billion) | Betting & Gaming Council |
Concerns Over Advertising Impact and Calls for Reform
Labour MP Beccy Cooper said, “While successive governments have taken steps to improve gambling regulation, they have not gone far enough.” She added, “Advertising rules are outdated. Promotions now flood television, social media, and influencer content, routinely exposing children and young people. This must change.”
Campaigners remain especially concerned about children’s exposure to gambling content online. Will Prochaska, director of the Campaign to End Gambling Advertising, said, “This research shows deep public concern and a strong desire to protect children from gambling ads.”
Broader Regulatory Attitudes and Local Preferences
The survey ranked gambling as the industry most in need of tighter regulation. It outranked technology, AI, finance, and aviation. Public support for growth was minimal, with just 8% backing expansion and 47% favoring contraction.
Respondents also expressed strong opposition to physical gambling venues. Almost none wanted more local gambling establishments. When choosing between an empty shop and a gambling venue, 44% preferred the vacant space, compared with 27% who chose the gambling option.
Industry Response and Government Stance
In response, the Betting & Gaming Council said advertising follows strict standards and includes prominent safer gambling messages. The council added that advertising spend has declined in recent years. It also noted that government research has not established a causal link between advertising exposure and problem gambling. The group warned that higher online gambling taxes could lead to job losses.
A government spokesperson told The Guardian, “The government has no current plans to legislate further restrictions on gambling advertising.” The spokesperson added, “We recognise more work is needed to prevent advertising from causing harm. We are working across government and with industry to protect children and vulnerable people and to tackle illegal gambling advertising.”
- Author
Daniel Williams
