A new report in the UK has called for a comprehensive ban on gambling advertising, marketing, and sports sponsorship.
The House of Lords Liaison Committee’s report notes that between 1 and 1.5 million British adults, around 2.4% of those aged 18 or over, meet criteria for problem gambling.
It argues “that a comprehensive ban on gambling advertising represents the most effective policy option to advance meaningfully the Government’s aim of reducing gambling harms and represents a vital part of a public health approach.”
“This report should spur the Burnham government to continue what they’ve started on gambling reform and ban these harmful ads,” Will Prochaska, Director of the Coalition to End Gambling Ads, told GamblingInsider.
Evidence links ads to gambling harm
The report highlights testimony from Dr. Matt Gaskell and Dr. Raffaello Rossi, prominent researchers on gambling. Dr. Rossi said the “evidence base is incredibly clear on the link between gambling advertising and participation.”
For example, researchers at the University of Sheffield revealed that soccer fans were 22-33% more likely to bet when watching World Cup matches with gambling ads on TV.
Those at risk of suffering from gambling harm are particularly susceptible to advertising, claimed the Lords’ report.
Dr. Gaskell added that there is a strong suggestion of a causal relationship, meaning gambling ads lead to an increase in gambling frequency and spending.
The report noted that there are significant challenges to proving a direct causal relationship between ads and gambling harm. However, it said this should not be used as an excuse for inaction, as most evidence suggests that ads increase participation and cause harm.
The World Advertising Research Center (WARC) estimated that UK gambling companies spent £2 billion ($2.62 billion) on advertising last year.
The report adds, “were advertising to have little impact on participation, there would be little incentive for gambling operators to invest significantly in it.”
Operators claim ban will cost jobs and dent economy
The Betting and Gaming Council (BGC), whose members include the majority of gambling operators in the UK, says a ban on advertising will send users to the black market and hurt the economy.
On Wednesday, Entain, the owner of betting brands Ladbrokes and Coral, announced 400 job cuts. This follows news last week that bet365 would cut 340 jobs, around 3% of the UK-based gambling company’s workforce.
The cuts are primarily in response to the UK raising taxes on gambling in last year’s budget. The BGC says across the industry, 4,500 jobs have been lost since the country raised taxes, primarily on online casino games.
BGC CEO Grainne Hurst emphasized that its members were voluntarily reducing gambling ads, so a ban is not necessary. Hurst said companies have been reducing gambling ad spend, dedicating 20% of ad space to responsible gambling messaging, and implementing a voluntary ban on ads during live sports.
GambleAware claimed that responsible gambling ads actually encourage users to gamble, although the conclusions are up for debate.
Hurst also argued that gambling sponsorship money funds grassroots sport and charitable campaigns. A ban would therefore impact not only the industry but a wide range of stakeholders.
Industry calls for ad ban for unlicensed operators
While defending regulated companies’ right to advertise, Hurst and the BGC have amplified calls for a ban on unlicensed operators’ sponsorship of sports teams. Several Premier League teams have deals with companies that do not hold UK licenses.
“Unlicensed operators should not be able to use British sport to promote illegal gambling to UK consumers,” a BGC statement read. “They operate outside Britain’s regulatory framework, offer none of the consumer protections required of licensed operators and put customers at unnecessary risk.”
The Department for Culture, Media and Sport (DCMS) closed an eight-week consultation on unlicensed gambling sponsorship in sports last week.
The Premier League implemented a ban on gambling companies appearing on the front of shirts from this season, but that has not stopped clubs signing up betting partners.
During the consultation period, Everton extended its deal with Stake, and Sunderland signed a multi-year partnership with Shuffle. Neither gambling company holds a UK license.
Report says ban will boost economy
While the BGC claims that licensed operators support the economy and pay substantial tax revenue, the House of Lords report says the damage outweighs their contribution.
It argues that the government must “abandon its objective to encourage the growth of the gambling industry.”
It admits that banning gambling advertising is “highly likely” to have “a negative net impact on the sector.”
“However, we consider that this is a necessary policy choice in order to tackle the serious public health issue of gambling harms,” the report added.
It went on to say that “there is a strong case that meaningful steps to reduce gambling harms would lead to overall long-term economic benefits”.
Benefits would come “through a reduction in the economic cost of problem gambling itself and potential reallocation of gambling spend to other areas of the economy.”
“Ending gambling ads is a unicorn of a policy for government, it’s popular, it protects public health, and it will lead to economic growth,” said Prochaska.
Local Health and Global Profits (LHGP), a public health consortium, similarly called for any ban on unlicensed sponsors in sport to be extended to licensed operators.
Ban on regulated ads could push bettors to black market
The BGC has also claimed that a ban on gambling ads from regulated companies will send bettors to the black market.
The Lords’ report questioned this assumption, citing a lack of evidence to support claims that users will switch to unlicensed sites.
It says that the ads create the desire to gamble, rather than regulated companies satisfying a pre-existing demand. If ads are banned, many users will simply stop gambling or reduce their frequency and spending.
The report also highlighted the BGC’s double standards. While the industry demands definitive “causal proof” before regulating legal ads, its own claims about black-market displacement fail to meet the same standard of evidence.
Jim Curry, who runs the Better Gaming Show, a podcast dedicated to ethical gambling and gaming, said he believes a blanket ban goes too far and could send users to the black market.
“In everything, I like to see a balance; otherwise, it just drives gambling underground and into the black market, where there’s no protection at all,” Curry told Gambling Insider.
“I believe in tighter restrictions on advertising on things like bonuses and promotions/enticements, but a blanket ban on advertising and sponsorship goes too far,” he added.
Dutch example points to ad ban effect
The Netherlands implemented a ban on radio and TV gambling ads in 2023, followed by restrictions on gambling sponsorship in sports last year. Operators reported a 35% decline in new player registrations immediately following the advertising ban.
The country has also raised taxes on the gambling industry and introduced spending limits at regulated sites.
The KSA, the country’s gambling regulator, reported that more money is now being gambled at unlicensed sites. Despite this, it says the ad ban is having the desired effect by reducing exposure to gambling among young adults and vulnerable groups.
There is no ban on ads on digital platforms, which has led operators to switch to this form of marketing. VNLOK, the Netherlands’ gambling trade body, sued Meta for also allowing unregulated companies to advertise on its platforms.
This would be the battle for the BGC and its members in the UK if the recommendations from the Lords’ report are introduced.
Australia has also introduced advertising restrictions, which critics argue do not go far enough. Australians lose more money gambling than any other nation on earth. Time will tell whether the new regulations reduce this.
The UK also introduced financial risk assessments (FRAs), which it claims will further protect problem gamblers from losing vast sums of money. The checks have been strongly opposed by the BGC, which again claims will send users to unregulated platforms.
Digital tools can also be utlized to address gambling harm
The focus of the report is on restrictions on advertising, which evidence suggests is a powerful influence. Dr. Mary Donohue, who runs the Digital Wellness Center, advocates using the technology proactively to tackle gambling harm.
“I am particularly interested in whether we can rethink some of these digital channels rather than seeing them only as vehicles for promotion,” Dr. Donohue told Gambling Insider.
“If researchers are right that data-driven targeting and algorithmic nudges are powerful enough to warrant restriction, that same infrastructure is powerful enough to deliver something better: brief, voluntary interventions that help people pause, recognize how they are feeling, and make their own decision about what to do next,” she added.
The Digital Wellness Center works with operators and regulators to run campaigns to help gamblers make better decisions. Often, this involves resetting their mindset, which can be achieved through mini-breaks, according to Dr. Donohue.
The organization is finalizing its own proposal to the US government, including suggestions on how to address gambling harm.
Responsible gambling messaging can be more effective
While UK gambling operators dedicate 20% of their advertising spend towards responsible gambling ads, the messaging misses the mark, according to research.
Messages are often vague, such as “gamble responsibly” or “when the fun stops, stop”. Evidence suggests self-appraisal messages, which make gamblers think more deeply about their own gambling, resonate more strongly.
In a study published in June, researchers at the University of Bristol compared different self-appraisal messages and found one stood out more than others.
The one that hit home the most was, “Would you be comfortable telling your family how much you lost gambling today?“
It made participants, particularly those categorized as high-risk gamblers, feel both guilty and express a desire to gamble less.
“This resonates as a powerful message. It would stop me in my tracks if I saw this,” said one participant. Others said it was far more powerful than current responsible gambling messaging. They framed it as “necessarily hard-hitting” and “just cold hard reality.”
If delivered by public health organizations, these kinds of messages can be more effective. A study at the University of Memphis found that responsible gambling ads run by operators are less trusted.
Chance Dow, who led the research, told Gambling Insider, “that regulation focused on protecting vulnerable groups, particularly children, adolescents, and people already at risk for gambling problems, has strong empirical support.”
He added that “evidence consistently shows that these groups are more susceptible to harm from gambling advertising and marketing.”
While not advocating for a blanket ban, Dow said that “tightening exposure for this population specifically would be a pretty well-evidenced place to start, regardless of what happens with broader advertising restrictions.”
Framing of gambling ads is important
Widespread bans on tobacco ads, together with public health warnings, are associated with a 37% lower uptake of smoking among young people. Similar restrictions on gambling ads may have a similar effect.
The debate then centers on whether gambling is inherently just as harmful as a product like tobacco. The BGC says it is not. In her testimony to the Lords committee, Hurst said the gambling industry “can bring joy to millions of customers” and stated that
“22.5 million customers enjoy our products every month.”
There is growing recognition of gambling as a harmful activity, however. In July, Illinois passed a bill that will classify gambling disorder as an addiction under state law.
In the UK, doctors have been urged to screen for gambling problems in the same way they do for drugs and alcohol.
An alternative to a ban on advertising could be a shift in how it is framed. Focal is an international research organization specializing in safer gambling analytics, player protection, and harm prevention.
“Advertising can normalize gambling and shape risky beliefs,” Focal CEO Tracy Schrans said. “Although operators often present gambling as entertainment, much advertising still centers on winning. That can reinforce the idea that gambling is a reasonable way to make money — a belief our Affordability research clearly links to elevated risk, particularly when people see gambling as a way to solve financial problems.”
The rise of prediction markets in the US has furthered the idea that gambling is a legitimate way to make money. Around 26% of Gen Z investors consider sports betting to be a deliberate part of their long-term financial plan, according to a recent Betterment survey.
US should also make stricter ad rules, says recovered gambling addict
Louis Ruggiero says he lost $10 million gambling. After hitting rock bottom, he now works towards raising awareness of gambling addiction.
An ad ban “is definitely a good guardrail to put in place,” Ruggiero told Gambling Insider. “It has to be one of the pieces of the puzzle to slow down the harm gambling is causing.”
He urged the US to also introduce restrictions on gambling advertising, which he says has increased recently.
“There should be some type of limits. It’s just rampant right now. It can’t be that every other commercial is a gambling ad,” he stated.
The new NFL season has seen major national campaigns as DraftKings and FanDuel launch their prediction-market products across the country. This follows large-scale promotions for the World Cup. As such, gambling (and prediction market) companies look set to eclipse the $3.9 billion spent on marketing in 2025.
The UK government will now review the Lords’ report and decide whether to implement its suggestions. Other regulators and governments will be watching closely to see whether a ban is introduced and what its effects are.
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