Key Moments:
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The UK gambling industry reported a Gross Gambling Yield of approximately
£15.6 billion (€17.4 billion) for the year ending March 2024 -
Meanwhile, around two-thirds of Britons have expressed opposition to
gambling advertising, with many backing tighter curbs -
In addition, estimated annual spending on gambling advertising in the UK
reached £2 billion (€2.3 billion) in 2024
Market Performance and Advertising Presence
The United Kingdom’s gambling sector continues to show strong economic
performance. Notably, Gross Gambling Yield (GGY) reached approximately
£15.6 billion (€17.4 billion) in the year ending March 2024.
Online platforms played a major role, contributing around £6.5 billion
(€7.5 billion). As a result, they accounted for nearly 43 percent of total
market output.
Moreover, early figures for 2025 suggest this momentum has continued.
Between April and June 2025, the industry recorded a further £3.3 billion
(€3.8 billion) in GGY.
However, alongside these gains, public unease has grown. Gambling advertising
is now widespread across the UK. Consequently, repeated polls, political
debate, and expert commentary point to rising discomfort.
Many argue that harm reduction should now take precedence over aggressive
promotion. In this context, Monica Shafaq, a strategic consultant and former
head of Gordon Moody, has called for a clear shift in priorities.
Mounting Calls for Advertising Limits
Speaking to SiGMA News, Shafaq explained that gambling-related harm is not a
new phenomenon. However, she stressed that advertising intensity has changed
public attitudes.
In particular, promotion through sports and digital platforms has increased
dramatically.
She stated:
“Gambling harm has existed for decades, across very different regulatory
environments.”
She added:
“Advertising has never been the sole cause of harm. Yet what has changed is
the scale, frequency, and saturation of gambling promotion in everyday life.
As a result, public discomfort has grown steadily and is now mainstream.”
Meanwhile, participation data highlights the issue’s reach. Around 49 percent
of UK adults gamble each month. Of these, nearly 47 percent take part in sports
betting.
Football, in particular, remains dominant. It generates roughly
£1.1 billion (€1.3 billion) from annual sports betting revenue of
£2.4–£2.5 billion (€2.8–€2.9 billion).
Notably, more than half of adults aged 25–34 place sports bets monthly.
Social Concerns and Problem Gambling
At the same time, rising revenues coincide with growing social concerns.
According to the UK Gambling Commission, 2.7 percent of adults are classified
as problem gamblers.
This equates to around 1.4 million people. When including those deemed
“at risk,” the figure rises to roughly six percent of the adult population.
Alarmingly, among 18–24-year-olds, harmful gambling behavior affects more than
one in ten gamblers.
Shafaq directly linked advertising exposure to vulnerability.
“For people in recovery, or those experiencing vulnerability, gambling
adverts are rarely neutral,” she said.
Furthermore, she noted that public unease has widened. Gambling promotion, she
argued, is now deeply embedded in public spaces and everyday online activity.
Public Sentiment and Regulation
Recent estimates suggest that UK gambling advertising spend reached
£2 billion (€2.3 billion) in 2024.
By contrast, the Betting and Gaming Council places the figure closer to
£1.15 billion (€1.3 billion) when excluding unregulated operators.
Nevertheless, public opposition is clear. A poll by More in Common, conducted
for the Campaign to End Gambling Advertising, found that almost two-thirds of
Britons oppose gambling advertising.
Additionally, over one-quarter support a complete ban.
The same research revealed wider skepticism. Around 65 percent of respondents
favored stricter regulation. Meanwhile, only eight percent believed the
industry should expand.
Nearly half said they would rather see an empty shop than a local gambling
outlet.
As Shafaq remarked,
“How responsible behaviour is defined is the real question now. Focusing
solely on whether advertising can be proven to ‘cause’ problem gambling
misses the bigger picture.”
Risks Surrounding Unregulated Operators
Some policymakers argue that tougher advertising rules could push consumers
toward illegal operators. However, Shafaq disputed this concern.
“People do not usually move to unregulated markets because they see fewer
adverts,” she explained.
Instead, she argued that consumers turn to illegal betting when trust breaks
down or protections fail. Therefore, she stressed that safety is best achieved
through strong regulation.
Increased advertising, she added, does not provide meaningful protection.
Historical Background and Present Developments
The current debate stems from reforms under the Gambling Act 2005. These
changes removed many advertising restrictions and enabled large-scale
promotion across multiple channels.
As a result, gambling adverts are now common across digital, broadcast, and
public environments. Sports sponsorship and social media are particularly
prominent.
Despite existing safeguards, regulators acknowledge ongoing challenges.
Protecting vulnerable groups, especially children, remains difficult.
Although recent measures include lower online slot stakes, a new treatment
levy, and higher taxes in the 2025 budget, critics remain unconvinced.
They argue that advertising exposure, especially online, has barely declined.
In conclusion, Shafaq warned that stronger oversight may be unavoidable.
“Self-regulation has delivered some progress,” she said.
“However, its credibility now depends on outcomes, not intent. If harm is not
reduced and public concern is ignored, statutory limits become justified.”
Ultimately, she insisted that public well-being must guide future policy.
Key UK Gambling Market Statistics
| Metric | Value |
|---|---|
| Total UK GGY (Year Ending March 2024) | £15.6 billion (€17.4 billion) |
| Online/Remote Gambling GGY | £6.5 billion (€7.5 billion) |
| Sports Betting Annual Revenue | £2.4–£2.5 billion (€2.8–€2.9 billion) |
| Annual Gambling Advertising Spend (2024) | £2 billion (€2.3 billion) |
| Percentage of Adults Gambling Monthly | 49 percent |
| Problem Gambling Rate (Adults) | 2.7 percent (~1.4 million) |
Looking Ahead
Looking forward, debate around gambling advertising and responsibility shows
no sign of easing. Policymakers, industry leaders, and the public continue to
weigh economic benefits against social costs.
Consequently, attention will remain focused on upcoming reforms. This
discussion is likely to intensify ahead of major industry gatherings,
including SiGMA World’s conference in Rome from 02 to 05 November 2026.
- Author
