Key Moments:
- Since 2021, gambling firms have invested nearly £5 million in advertising across Transport for London assets.
- This year has already recorded 223 gambling ad campaigns on TfL, surpassing last year’s total more than twofold.
- Seven London boroughs have officially called on the mayor to impose a ban on gambling ads, increasing political pressure for independent action.
Ongoing Surge in Gambling Promotions Across TfL
Despite a pledge made during the 2021 mayoral election to remove gambling advertisements from Transport for London (TfL) properties, betting and casino branding remains prominent throughout the network. Since the announcement, gambling companies have spent close to £5 million promoting their services on a range of TfL assets, including Tube stations, trains, and platforms, deepening the disconnect between official promises and implementation.
Freedom of information disclosures reveal that TfL has hosted more than 500 gambling ad campaigns since the pledge, generating approximately £4.6 million in related revenue. Across all three of Sadiq Khan’s mayoral terms, gambling firms have collectively spent over £7.5 million advertising on the Underground, Overground, DLR, Elizabeth line, trams, and Victoria Coach Station.
Increasing Volume Spurs Public and Political Debate
Rather than tapering off, gambling promotions have escalated. The current year has already seen the launch of 223 distinct gambling campaigns on TfL, more than doubling last year’s figure. In some cases, this uptick has triggered public criticism, as illustrated by one notable online casino campaign pulled after backlash over its messaging.
TfL’s dual role as a public service provider and advertising platform faces mounting scrutiny, with millions of daily commuters encountering this advertising surge.
Stalemate Between City Hall and Central Government
A protracted deadlock between City Hall and Westminster has stalled the promised ban. The mayor’s administration cites a lack of national guidance on the link between gambling ads and harm, warning that any solo move might be vulnerable to legal dispute without concrete, central government-backed evidence.
This stance contrasts with the earlier restriction of junk food ads by TfL, where policies benefited from well-established national definitions and a robust evidence base on health impacts. By contrast, the regulatory framework around gambling remains unsettled.
Evidence Gaps Inhibit Decisive Policy
Figures from the Gambling Commission estimate that more than one million people in the UK may be experiencing problem gambling. While multiple studies point to a possible connection between advertising exposure and harm, proof of a direct causal relationship is lacking—an ambiguity that has significantly delayed mayoral action.
The problem is compounded by the absence of any current national government review directly focused on gambling advertising’s impact. The Department for Digital, Culture, Media and Sport occasionally collects evidence on gambling policy, but there is no project underway specifically targeting advertising’s role in causing harm. Consequently, the guidance awaited by the mayor’s office may not emerge soon.
Mounting Calls for Immediate Local Action
Advocacy groups and several London councils have challenged the mayor’s cautious stance. They emphasize that various English local authorities have already enacted gambling ad restrictions on their advertising platforms without encountering legal issues. Seven boroughs in London have now formally requested the mayor to implement a TfL ban, increasing demands for local, independent action instead of continued deferral to national policymakers.
The Scale of Gambling Industry Advertising
The dispute plays out amid sizable marketing expenditures by gambling firms, which are estimated to invest between £1 billion and £2 billion each year in UK advertising. While voluntary industry measures have included limiting ads during televised sports before 9pm and commitments to safer gambling messaging, critics maintain that overall exposure remains largely unrestrained.
TfL continues to serve as a highly visible and lucrative venue for gambling advertisers.
Contradiction Remains Unresolved
As gambling ad presence grows throughout London’s transit system, the gap between political vows and actual policy becomes progressively more pronounced. With no concrete timeline or national guidance in sight, the objective to eliminate these ads risks indefinite stagnation, even as the volume of promotions continues to climb across the capital’s transport network.
| Timeframe | Number of Gambling Ad Campaigns on TfL | Advertising Revenue Generated |
|---|---|---|
| Since 2021 pledge | 500+ | £4.6 million |
| Sadiq Khan’s three mayoral terms | — | £7.5 million |
| This year | 223 | — |
- Author
Daniel Williams
