Pressure builds on ministers over gambling advertising
Calls for tougher rules have intensified recently, and campaigners are urging the government to act. Gambling promotions are widespread across television, online media and sports events, despite existing restrictions. Advertising linked to football has become a particular focus because it’s difficult for anyone to avoid exposure to gambling ads when watching live matches.
The campaigners' standpoint is clear: voluntary measures and limited bans have not delivered meaningful reductions in the overall volume of gambling advertising.
Current safeguards and oversight
Gambling advertising in the UK is a role shared between the Gambling Commission and the Advertising Standards Authority. These regulators set and enforce standards aimed at protecting consumers.
Existing rules prohibit advertising that targets children or suggests gambling can solve financial problems. The concerns are, however, that enforcement has struggled to keep up. Marketing tactics have changed, for example, and we’re seeing more and more social media campaigns and influencer-led promotions.
Industry implications and next steps
Further restrictions could carry significant consequences for the industry. Operators may face tighter limits on marketing channels. Broadcasters and sports organisations, though, could be forced to change sponsorship arrangements.
Industry groups have previously warned that additional controls risk unintended economic impacts. Particularly within professional sport, we might add. For now, ministers haven’t confirmed whether there will be any upcoming legislative changes. The issue is, though, expected to remain under review as both political and public pressure continue.
