GambleAware is calling for several policy changes to gambling marketing in Great Britain to help protect individuals from gambling harm.
Changes that the gambling support charity would like to see implemented include a pre-watershed ban on broadcast adverts, restrictions on gambling content and marketing online, a blanket ban across sports and mandatory health warnings.
Drivers of Gambling Marketing Restrictions
The call for gambling marketing change comes in response to a new report from the University of Bristol and Ipsos titled ‘Drivers of Gambling Marketing Restrictions – An International Comparison’.
Commissioned by GambleAware, the study aimed to explore “the social and political levers that led to increased regulation of gambling marketing in countries with comparable policy and cultural background” and the implications of this for Great Britain.
The study looked at regulations in Italy, Spain, Germany, the Netherlands, Belgium and Australia since all of these countries, apart from Australia, have recently restricted the marketing of gambling products.
In comparison, the report says the UK Government’s Gambling Reform White Paper “acknowledged the harm caused by gambling marketing but opted to continue with a mostly self-regulatory approach”, and that Great Britain is falling behind in implementing legislation on gambling marketing.
Lord Foster of Bath, Chair of Peers for Gambling Reform, said: “Every day we are bombarded by gambling advertising, marketing and sponsorship on TV, radio and online. There is huge public support to curb it and there’s a wealth of research showing the harm it causes. But we remain woefully behind the curve in terms of the regulation needed to protect individuals from harm.
“Crucially, the power to regulate key aspects of this – such as gambling advertising – is already within the gift of the Secretary of State as set out in the Gambling Act 2005. Our current regulations are too lenient, and fail to advance the much-needed public health approach to gambling that Peers for Gambling Reform has long called for.”
Gambling marketing restrictions across Europe
The report stated that gambling participation varied across the countries listed, from 36% in Italy to 59% in Spain, while 48% of adults have gambled in the past four weeks in Great Britain according to the latest UK Gambling Commission survey.
“Studies using the Problem Gambling Severity Index (PGSI) indicate problem gambling in all cases; for example, the proportion of people experiencing problem gambling ranges from 2.5% (GB) to 3.8% (the Netherlands),” the study said.
GambleAware noted that gambling marketing restrictions are becoming the norm across Europe, “with increasing regulation brought in to address public health concerns that increased public exposure to adverts leads to increasing harm and the normalisation of gambling for children and young people”.
The research study stated all countries except for Australia have “far more stringent gambling marketing regulations” than Great Britain and that in each of the countries researched, “regulating gambling marketing was a political choice, with new significant primary legislation put in place”, with the report stating there “needs to be a political and not a technocratic debate” on the matter.
The Drivers of Gambling Marketing Restrictions report added that a public health argument was made in each case, that “increased consumption had led to, or would lead to, increased harm, and gambling was being normalised for children and young people” so there should be gambling marketing limits.
Changes to address GB gambling marketing
GambleAware said there is “no primary legislation in place to regulate gambling marketing including on TV, radio, online and in sport” in Great Britain, even though almost 500 research papers have been published from British universities in the last decade, which is “more research than Italy, Germany, the Netherlands and Belgium combined”.
The research study said: “Evidence of increasing prevalence and harm and the impact on particular groups were used to make the case for marketing legislation. However, such evidence was not the single tipping point for regulatory intervention.
“GB has, by far, the most evidence of the negative effects of gambling marketing. This suggests a lack of evidence is not the reason for the lack of legislation in GB.”
GambleAware is pushing for several changes to address gambling marketing, “including a pre-watershed ban on broadcast adverts, restrictions on gambling content and marketing online, and a blanket ban across sports” as well as “mandatory health warnings on all gambling marketing”.
The charity also stated that “there is strong evidence to show that gambling advertising increases participation and therefore risk; exacerbates harm; and normalises gambling as just a bit of ‘harmless fun’ particularly amongst children”.
“We have previously highlighted that the lack of gambling advertising and marketing regulation in this country is a missed opportunity,” commented Professor Siân Griffiths CBE, Chair of GambleAware Trustees
“It is important we remember that gambling can be addictive and gambling harms need to be recognised as a public health issue that can affect anyone. We have long been concerned about the impact gambling ads and marketing can have on children and young people. This is why urgent action is needed to protect the next generation from experiencing harm.”
Advertising and other sectors
GambleAware noted that the latest data from 2017 estimated that operators spend around £1.5bn per annum on gambling advertising and marketing. Research from September also showed that nearly 30,000 gambling messages were shown to Premier League fans during the opening weekend of the season, up 165% from the previous year.
The charity noted that this increase occurred despite a June report from GambleAware and Ipsos noting that 67% of the public say there is currently too much advertising about gambling, while 74% and 72% back more regulations on social media and TV respectively.
The study also compared gambling marketing restrictions to other sectors such as tobacco, alcohol and foods high in fat, salt and sugar, which “showed significant differences in advertising regulations across these industries, reflecting varying levels of harm and societal acceptance”.
The report noted though that “Whilst GB surveys suggest that the public support gambling marketing restrictions, the extent to which gambling is viewed as harmful is not clear”.
Dr Raffaello Rossi, author of both reports and a marketing researcher at the University of Bristol, stated: “Our research shows that Great Britain has the strongest evidence of gambling marketing’s harms but some of Europe’s fewest restrictions. This suggests that the lack of tight restrictions isn’t due to insufficient evidence but rather a lack of political will.
“Across Europe, bans on gambling marketing are increasingly the norm, seen as necessary to protect the public. Great Britain, however, is becoming an outlier with almost no meaningful restrictions. The evidence is clear — policymakers must act urgently to protect millions from preventable harm.”
Craig Tampin, who has lived experience of gambling harm, noted: “Gambling harm had a devastating impact on my life – my finances, my mental health and my relationships. My friends and family suffered immensely too.
“What started off as what I felt were harmless bets eventually took control of me and it felt like everywhere I looked, there were endless gambling adverts.
“Even my recovery was that much harder because while I was able to block apps on my phone, I couldn’t escape from ads online, on TV and the radio or watching football. It’s become so normalised in our country that I’m not sure how bad politicians realise it has become – we can’t continue like this and we need action.”
‘Fair and sensible’ changes
The results of the Government’s consultation on the new statutory levy are expected to be announced soon. While GambleAware is looking forward to its introduction, it has emphasised the need for urgent action on gambling marketing regulation.
“We look forward to the forthcoming implementation of the statutory levy by the new Government, which will provide much-needed clarity for the future system to tackle gambling harms and provide vital funding for prevention initiatives,” said Zoë Osmond, CEO of GambleAware.
“But we mustn’t forget that the bombardment of gambling marketing in this country is a key reason why people find themselves in a position where they need advice, support or treatment.
“The changes we are proposing are fair and sensible, but crucially will make a huge difference – gambling harms can affect anyone, and we must do everything we can to keep people safe from gambling harm.”
