Could an EU-wide gambling advertising ban backfire on player safety?

A proposal to introduce an EU-wide ban on online gambling advertising has reignited the debate over how best to protect consumers without strengthening the illegal gambling market.

Maltese MEP Peter Agius spoke during a recent European Parliament petition hearing. He argued that while reducing gambling-related harm should remain a priority, banning advertising altogether could have unintended consequences by pushing players towards unlicensed operators that offer none of the protections found in regulated markets.

The discussion comes as several European countries continue to tighten gambling advertising rules. The UK also faces increasing scrutiny over how gambling is promoted following the reforms set out in the Gambling Act White Paper.

Petition calls for Europe-wide advertising ban

The hearing centred on a petition submitted by a Cypriot citizen. It called for a complete ban on gambling advertising across the European Union.

The petitioner argued that gambling marketing has become increasingly visible. It’s obvious across television, social media, outdoor advertising and digital platforms and is raising concerns about its impact on vulnerable groups. This includes young people, older adults and those recovering from gambling addiction.

Agius agreed that protecting consumers should be the primary objective but he also questioned whether an outright ban would actually achieve that goal.

Instead, he suggested lawmakers should consider whether removing advertising from licensed operators would simply make it easier for illegal gambling websites to attract customers away from regulated businesses.

"We need to ask whether banning advertising will genuinely reduce gambling harm, or simply encourage consumers to migrate towards operators who ignore European rules altogether." – Peter Agius

Illegal gambling concerns are still growing

Agius pointed to research commissioned by France's gambling regulator to support his argument. This found that illegal gambling is a huge part of the online market in several European countries.

The study also concluded that problem gambling rates were substantially higher among customers using illegal operators. This is compared to those gambling with licensed businesses. According to the research, 66% of illegal gambling customers displayed problematic gambling behaviour. We can compare this with the figure of 22% among those using regulated operators.

Agius argued these findings demonstrate why regulated operators remain central to consumer protection. Measures such as age verification, affordability controls, responsible gambling tools and monitoring of risky behaviour are clearly needed.

Similar debates across Europe

The discussion reflects wider concerns across Europe that increasingly restrictive advertising rules may weaken regulated markets rather than strengthen them.

In the Netherlands, trade association VNLOK has recently taken legal action against Meta. This is around the prevalence of illegal gambling advertisements appearing on Facebook and Instagram. Estimates suggest unlicensed operators accounted for more than 95% of gambling adverts shown on the platforms during the final quarter of 2025.

Elsewhere, industry bodies have argued that Germany's strict gambling regulations have encouraged more players to use offshore operators. In the Netherlands, there has also been falling channelisation rates as illegal gambling has gained market share.

These developments have intensified debate over whether advertising restrictions should be balanced against the need to ensure consumers continue choosing licensed operators instead of unregulated alternatives.

What could this mean for the UK?

Although gambling regulation is the responsibility of individual member states rather than the European Union, the debate echoes many of the issues currently facing the UK.

The Gambling Commission and the Betting and Gaming Council have both repeatedly talked of the risks posed by the growing black market. This is particularly prevalent as more restrictions have been introduced across the regulated sector. Industry figures have consistently argued that while stronger consumer protections are essential, regulations should avoid making licensed operators less competitive than illegal websites that ignore British rules entirely.

As policymakers across Europe continue to debate gambling advertising, the challenge remains finding the balance between reducing exposure to gambling promotion while ensuring consumers continue to choose regulated operators that offer safeguards unavailable on the black market.