British ministers are under renewed pressure to tighten restrictions on gambling advertising after new polls showed the public strongly supported a far tougher approach to advertising and sponsorship.
Gambling regulation has been the subject of increasingly heated debate in recent years, with governments introducing tighter controls on online slots, higher industry taxes and a legal levy to fund addiction treatment. However, advertising regulations have remained largely unchanged, although the volume of advertising activity has increased significantly since market deregulation in 2005.
A survey conducted by More in Common and commissioned by the Campaign to End Gambling Advertising suggests that public tolerance of gambling marketing has now reached a tipping point.
The study, published in a report titled “Ending A Losing Streak,” found that 70% of respondents support greater restrictions on gambling advertising and sponsorship, while more than a quarter believe gambling companies should not be allowed to advertise at all.
In a foreword to the report, former Conservative Party leader Iain Duncan Smith said tougher regulation would be both politically feasible and widely supported.
“The report shows that stricter regulation of the gambling sector would not only be uncontroversial, but would also generate strong public support from voters across the political spectrum,” he said. “If we want to protect the next generation from gambling harm, we must act.”
Labor MPs have also increased their calls for reform. Beccy Cooper said existing advertising rules were no longer fit for purpose, arguing that promotions now “permeate television, social media and influencer marketing” and expose children and young people as a matter of course.
Despite stricter regulation elsewhere, gambling advertising has not yet suffered major legislative intervention. In 2019, operators agreed to a voluntary whistle-to-whistle advertising ban on live sports broadcasts before 9pm, as well as a requirement that 20% of advertising promote safer gambling messages.
Activists argue that these measures fall far short of what is necessary. Will Prochaska, director of the Campaign to End Gambling Advertising, said the survey shows a clear mandate for action, particularly online.
“This study shows the public’s deep concern about the gambling sector and a strong desire to protect children from gambling advertising,” he said. “We urge the government to begin banning all gambling advertising, social media and computer gaming content aimed at children.”
It is estimated that the gambling industry spends up to £2 billion a year on advertising and marketing, although the Betting & Gaming Council disputes this figure, putting the annual spend closer to £1.15 billion and arguing that the higher estimates include illegal operators.
The BGC claims that advertising already meets strict guidelines and that there is no proven causal link between exposure to advertising and problem gambling. She also warned that further restrictions or tax increases could harm the sector and lead to job losses.
A government spokesman said there were currently no plans to legislate new advertising restrictions but acknowledged concerns remained.
“We recognize that more needs to be done to ensure gambling advertising does not lead to harmful gambling,” the spokesman said. “We work closely with government and industry to ensure the protection of children and the most vulnerable and to tackle illegal gambling advertising.”
The polls suggest that gambling is now the industry voters most want to see stricter regulation, ahead of technology, artificial intelligence, finance and aviation. Only 8% of respondents said they would like to see the gaming industry grow, while almost half said they would prefer the gaming industry to shrink.
The concerns also extend to physical gambling venues. When asked whether they would prefer an empty shop or gaming venue on their local high street, 44% chose an empty unit, compared to just 27% who preferred a betting shop or gaming arcade.
As political pressure mounts and public opinion hardens, ministers may find it increasingly difficult to resist calls for more restrictive advertising rules next year.
