UK MPs frame gambling advertising as public health issue

UK MPs have debated the scale and impact of gambling advertising. This is apparent through growing cross-party support for stronger safeguards. The discussion followed the release of a new report by the All-Party Parliamentary Group (APPG) on Gambling Reform. The report seeks tighter restrictions on marketing and sponsorship.

Labour MPs have framed gambling promotion as a public health issue. Others have warned that excessive regulation could push consumers towards unlicensed operators. It could also undermine funding for sport.

APPG report puts advertising under scrutiny

The debate was triggered by a report from the APPG on Gambling Reform. This was produced alongside Peers for Gambling Reform. It concluded that current safeguards are insufficient and set out a series of recommendations to reduce exposure to gambling marketing.

Proposals included a pre-9 pm watershed on adverts as well as stricter controls on influencer promotion and a broad rollback of sports sponsorship deals.

Labour MPs Alex Ballinger and Dr Beccy Cooper, who secured the debate, pointed to the scale of industry marketing.

Dr Cooper, a public health expert, drew parallels between current gambling promotion and past tobacco advertising:

“Parliament has previously taken a precautionary approach in areas such as tobacco, alcohol and junk food marketing, where there is credible evidence of harm. Gambling advertising meets the same threshold, given its demonstrated links to increased participation and harm. […] Gambling is an addictive product. That is an incontrovertible health fact.” – Dr Beccy Cooper

Ballinger cited estimates that gambling companies spend around £2bn annually on advertising. And it’s advertising that is specifically designed to increase engagement and normalise betting activity. He also referenced Gambling Commission data showing that 79% of children have seen gambling adverts, including 64% on television and 74% online.

Public health framing gains traction

Labour MPs argued that gambling advertising should be treated similarly to tobacco and alcohol promotion, citing its potential links to harm.

Dr Cooper, drawing on her background in public health, said the UK had previously adopted precautionary approaches where evidence of harm existed. She argued that gambling met that threshold. There are clear links between advertising exposure, increased participation and barriers to recovery.

She also suggested responsibility for gambling policy could shift towards health departments, describing gambling as “an addictive product” with clear public health implications.

APPG figures cited during the debate suggested around 25% of people who gamble may do so in response to advertising. Younger and at-risk groups are particularly affected.

Concerns raised over economic impact and black market

Conservative MPs and other contributors urged caution over sweeping restrictions.

Charlie Dewhirst and others brought up the role gambling revenue plays in supporting sport and broadcasting. This is particularly true at grassroots level. They warned that limiting regulated advertising too aggressively could reduce funding streams. This might then destabilise parts of the sports ecosystem.

There were also concerns about unintended consequences. Dewhirst cited research from WARC indicating that illegal operators are already increasing their advertising presence. They account for a significant share of the market.

He warned that, if trends continue, unlicensed operators could dominate UK gambling advertising spend within the next two years.

MPs also noted that the Premier League’s voluntary ban on front-of-shirt gambling sponsors from the 2026–27 season could result in an estimated £80m revenue shortfall for clubs.

Government response and next steps

Ministers acknowledged the concerns raised but stressed the need for proportionate, evidence-based regulation. They:

• Reiterated the risk that overly restrictive measures could push consumers towards unregulated platforms.
• Confirmed they’re reviewing the APPG’s recommendations.
• Discussed ongoing efforts to tackle illegal gambling. These include a cross-government taskforce and a £26m funding boost to the Gambling Commission over three years.
• Referenced a consultation on banning sponsorship by unlicensed operators.

MPs also raised regulatory gaps in Northern Ireland. Outdated legislation isn’t keeping up to date with online gambling. There were calls for reform to bring the region in line with the rest of the UK.

The debate concluded with a non-binding motion. This recognised the issue and committed Parliament to further consideration. Ministers said they would continue engaging with regulators, industry stakeholders and digital platforms as policy development progresses.