Lords call for near-total ban on gambling advertising across Britain

A House of Lords committee has called for most gambling advertising to be banned across Great Britain. It argued that existing voluntary controls haven’t addressed its effect on children and vulnerable consumers.

The cross-party Liaison Committee said a comprehensive ban represented the most effective way to reduce gambling harm. Its follow-up report was published on 17 September. This revisited recommendations made by the Select Committee on the Social and Economic Impact of the Gambling Industry in 2020.

The proposed restrictions would cover advertising, marketing and sponsorship by licensed gambling operators. However, the committee supported an exemption for on-course advertising at horse and greyhound racing venues. The government was also asked to assess whether lottery advertising should be included.

Gambling Commission could replace ASA

If ministers reject a comprehensive ban, or during any transition period, the committee wants gambling advertising regulation placed on a statutory footing.

It recommended making the Gambling Commission the main regulator. This would replace the current system led by the Advertising Standards Authority. The Commission would receive additional resources and powers to restrict advertising channels and act against emerging online marketing practices.

The committee questioned the ASA’s independence, transparency and enforcement powers. It said the current model focuses primarily on advertising content without adequately controlling where or how gambling promotions reach consumers.

Direct emails, text messages and app notifications were identified as areas requiring urgent attention. The report recommended banning direct marketing by operators and affiliates, except for essential account and safer gambling communications.

It also proposed prohibiting inducements such as free bets and sign-up bonuses. Content produced by influencers and affiliates should be treated as advertising, the committee added.

Sports sponsorship restrictions proposed

The report said voluntary sporting measures had not meaningfully reduced overall exposure to gambling brands.

Premier League clubs have removed gambling companies from the front of shirts this season. However, operator branding is still permitted on sleeves, training kits, pitch-side displays and elsewhere within stadiums.

The committee therefore renewed calls to remove gambling promotions from sports kits, venues and broadcasts. It said partial restrictions could encourage operators to move their spending into alternative channels.

“A ban on most gambling advertising would reduce gambling and therefore reduce problem gambling and the serious harm it causes.” – Lord Foster of Bath

The report estimated that between one million and 1.5 million adults in Great Britain may meet the threshold for problem gambling. It also said the industry spends more than £1 billion on advertising annually.

Peers rejected the argument that tighter restrictions would automatically push large numbers of consumers towards illegal operators. They said the government should strengthen action against the black market without using it as a reason to delay controls on licensed companies.

The recommendations are not binding. The government will decide whether to pursue legislation or more targeted advertising restrictions.