UK Public Backs Stronger Gambling Advertising Restrictions
New polling data shows broad public support in the UK for stricter controls on gambling advertising, placing renewed pressure on ministers to revisit current regulatory frameworks.
The research, published in a report titled Ending A Losing Streak and commissioned by the Campaign to End Gambling Advertising, found that around 70% of respondents favour tougher limits on gambling advertising and sponsorship. More than a quarter, about 27%, said gambling companies should not be allowed to advertise at all.
Campaigners and some politicians argue that existing advertising rules, notably the voluntary “whistle-to-whistle” agreement that restricts some ads during live sports before 9 pm, are no longer fit for the modern media landscape. They say these measures fail to address the high volume of gambling marketing across television, social media, influencer content, and video games, where children and young people are frequently exposed.
Public Appetite for Reform
Polling suggests that gambling advertising has become a focal point of public concern, even relative to other industries. According to the research, gambling was the sector that respondents most wanted to see regulated more tightly, above technology, artificial intelligence, finance, and aviation. Nearly half of those polled said they would prefer the gambling industry to shrink rather than grow.
Advocates of reform point to the sheer scale of promotional activity and its normalising effect. Labour MP Beccy Cooper described current advertising practices as no longer fit for purpose and said they “saturate television, social media and influencer marketing”, making them ubiquitous for children and young people.
Government and Industry Responses
Despite strong public sentiment, the government has so far stopped short of committing to new legislation. A government spokesperson acknowledged concern about gambling advertising’s potential harms but said there are currently no concrete plans to change the rules. The statement emphasised ongoing work with industry and regulatory bodies to protect children and vulnerable groups.
The Betting & Gaming Council (BGC), representing many large operators, has reiterated that advertising already adheres to strict guidelines and that there is no established causal link between ad exposure and problem gambling. The BGC also disputes higher estimates of industry advertising spend, suggesting that figures around £1.15 billion annually are more accurate than some claims of £2 billion.
Where Policy Might Go Next
The debate over gambling ads comes amid broader discussions of gambling regulation in the UK, including changes in tax and player protections. Unlike some recent reforms, such as stake limits or treatment levies, advertising regulation has largely remained untouched for years. The current polling evidence may prompt further policy reviews, particularly focused on online and social media exposure, where most young people now encounter promotional content.
Whether ministers will respond with new statutory limits, extended watershed protections, or restrictions on sponsorship and digital placement remains an open question. But for now, public opinion is shaping a renewed policy conversation about the place of gambling advertising in British media and everyday life.
