A committee in the House of Lords has put forth a compelling recommendation for a nearly complete ban on gambling advertising throughout the UK. This measure aims to significantly reduce marketing exposure, which the committee identifies as one of the most effective strategies to tackle gambling-related harm.
The findings were detailed in a follow-up report published on September 17 that revisits the committee's 2020 investigation into the social and economic impacts of the gambling sector, emphasizing the roles of advertising and sponsorship. The committee emphasized the importance of taking "meaningful steps" to combat the issue, suggesting that a comprehensive advertising prohibition is necessary to protect children and vulnerable groups from problem gambling.
The report highlighted gambling-related harm as a major public health issue, referencing the Gambling Commission's Gambling Survey for Great Britain (GSGB). It revealed that between one and 1.5 million adults in Great Britain currently exhibit scores indicative of problem gambling on the Problem Gambling Severity Index (PGSI). For context, a PGSI score of 0 or between 1 and 3 indicates low risk, 3 to 7 indicates moderate risk, and a score of 8 or above signifies problem gambling.
Since the introduction of the Gambling Act 2005, which broadened advertising opportunities for licensed operators, the sector has seen extraordinary growth in advertising expenditures, now estimated between £1 billion and £2 billion annually. The committee pointed to the growing evidence linking gambling advertising directly to increased participation and the subsequent risks of harm.
Lord Ponsonby of Shulbrede, committee chair, remarked that recent advancements in online marketing and associated risks necessitated a renewed examination of gambling advertising policies, as previous recommendations have largely gone unaddressed.
The report recommends implementing a public health framework to govern gambling advertising, criticizing the existing self-regulatory measures as inadequate. It suggests transitioning oversight to the Gambling Commission, which would enable stronger enforcement against problematic advertising practices. Currently, the Advertising Standards Authority (ASA) manages gambling ads based on existing codes, though its effectiveness has been questioned, as seen in recent rulings against operators like Midnite for inappropriate advertising.
The report also scrutinized specific marketing strategies that raise concerns. Among these, direct marketing—as in emails, texts, and push notifications—is noted for its potential to exacerbate gambling issues. Backed by studies, the committee found that limiting such direct promotions could lead to decreased betting and reduced temporary harms. Dr. Philip Newall, a senior lecturer at the University of Bristol, highlighted findings where participants opting out of direct marketing reported lower expenditures and issues in subsequent weeks. As such, the committee proposed banning most forms of direct marketing except for essential communications.
Additionally, the recommendation includes banning promotions like free bets and sign-up bonuses, which often incentivize increased betting. Concerns were also raised regarding content marketing, particularly influencer promotions. The committee advocates treating these efforts as advertisements, urging their prohibition unless a comprehensive ban is immediately enacted.
Sponsorships in sports were also critiqued, with previous voluntary measures failing to adequately reduce gambling industry exposure. Dr. Matt Gaskell MBE noted that overall visibility during sports broadcasts has not declined as a result of self-regulatory efforts. Although the Premier League has enacted a ban on front-of-shirt sponsorships, branding persists on training kits and throughout venues. The previous report in 2020 recommended banning gambling ads in various formats, exempting on-course advertising for horse and greyhound racing.
The committee dismissed concerns that restrictions on advertising would drive consumers to illegal gambling operations, citing insufficient evidence to support a mass migration to illicit platforms.
The report coincides with the UK government's 2023 white paper on gambling reform, which seeks to establish a statutory levy for research and treatment funding. A cross-party group of MPs has similarly categorized gambling advertisement as a public health concern, emphasizing the need for better protection for children and youth from aggressive marketing strategies employed by the gambling sector.
The Department for Digital, Culture, Media and Sport has also appointed a research fellow to investigate innovations in online gambling promotion, particularly regarding content creators; however, the Lords committee stressed that this research should not slow down essential policy reforms.
