UK’s Gambling Ads Fall Short of European Standards, Experts Say

Despite being at the forefront of research into gambling-related harm, the UK’s gambling marketing regulations are under fire for being less restrictive than many European nations. A report from the University of Bristol and Ipsos, commissioned by GambleAware, highlights a growing divide between Britain’s relatively lenient approach to gambling advertising and the more stringent rules adopted by countries like Italy, Spain, and Germany.

This contrast comes as the UK grapples with rising concerns about the impact of gambling on public health, particularly among young people. While several European nations have introduced comprehensive measures to curb gambling ads, the UK remains heavily reliant on voluntary industry self-regulation, a stance that experts argue is no longer sufficient in addressing the scale of the problem.

Europe Leads the Charge in Gambling Marketing Restrictions

Several European countries have been proactive in limiting public exposure to gambling advertising, taking bold steps to protect vulnerable populations:

• Belgium implemented a blanket ban on all gambling advertising in July 2023.
• The Netherlands imposed strict controls, including a ban on sports sponsorships and a requirement that online ads are only targeted at adults.
• Italy made headlines in 2019 as one of the first countries to enact a full ban on gambling advertising.

In contrast, the UK’s approach has been slower and more piecemeal. The Premier League’s recent agreement to phase out gambling sponsorships on football shirts by the 2026-27 season is a notable development, but it remains far from the widespread advertising bans that have been adopted elsewhere in Europe.

Growing Public Support for Stronger Measures

Public sentiment in the UK is increasingly aligned with the need for stronger regulations on gambling marketing. The latest research reveals that 67% of British consumers feel there are too many gambling adverts, with significant support for tighter controls:

• 74% back stricter rules on gambling ads on social media.
• 72% believe that TV gambling ads should be more tightly regulated.

This growing dissatisfaction is echoed by experts, including Professor Siân Griffiths CBE, Chair of GambleAware Trustees. She stressed the need for urgent action to prevent further harm, particularly to young people, who are most susceptible to the normalization of gambling in society.

Lord Foster of Bath, Chair of Peers for Gambling Reform, also voiced concern, criticizing the UK for not making full use of the powers already available under the Gambling Act 2005 to enforce stricter advertising rules.

GambleAware’s Call for Action

The report outlines several key recommendations to address gambling harm more effectively:

• A pre-watershed ban on broadcast gambling adverts, particularly during times when children are likely to be watching.
• Tighter restrictions on online gambling marketing, especially on platforms that target younger audiences.
• A blanket ban on sports sponsorships by gambling companies, particularly in popular sectors like football.
• Mandatory health warnings on all gambling advertisements to raise awareness about the risks associated with gambling.

Additionally, GambleAware has called for the introduction of a statutory levy, which would require gambling operators to contribute a percentage of their profits to fund programs for preventing and treating gambling addiction. The charity argues that without this measure, the industry will continue to prioritize marketing over responsible gambling initiatives.

Political Will Needed for Change

The report also highlights a lack of political will as one of the key barriers preventing stricter gambling marketing regulations in the UK. Dr. Raffaello Rossi, the study’s author, pointed out that while the UK has invested more in researching gambling harm than any other European country, it remains an outlier when it comes to enacting regulatory change.

“The research is there,” Rossi stated. “What is missing is the political will to turn this evidence into action.”

The UK’s gambling industry spends an estimated £1.5 billion annually on advertising, with sports fans—particularly those following the Premier League—being exposed to tens of thousands of gambling messages every season. This level of exposure, experts argue, is part of the reason why so many individuals find themselves in need of support, advice, or treatment for gambling-related harm.

The Case for Immediate Change

GambleAware CEO Zoë Osmond warned that inaction could have serious consequences for public health. “The bombardment of gambling marketing in this country is a key reason why people find themselves in a position where they need advice, support, or treatment,” she said. “The changes we are proposing are fair and sensible but will make a huge difference in reducing harm.”

As the UK debates the future of its gambling regulations, the pressure is mounting for policymakers to act. With European nations leading the way, many are calling on the UK to step up and protect its citizens from the dangers posed by unregulated gambling marketing.