Gambling advertising by licensed operators in the UK continues to decline, as illegal operators ramp up unregulated online promotion that industry leaders warn poses growing risks to consumers, according to independent research commissioned by the Betting and Gaming Council (BGC).
Gambling advertisements accounted for 2.7% of total UK advertising spend in 2024, down from 3% in 2023, the study by consultancy Alvarez & Marsal showed. Overall licensed gambling advertising spend has been falling steadily since 2021, declining 1.7% year on year, driven largely by a £30 million ($41.6 million) drop in television advertising.
Around 20% of all licensed gambling advertising is now dedicated to safer gambling messaging, highlighting consumer protection tools and support services. The focus has delivered measurable behavioural change, with the most recent Safer Gambling Week recording a 14% increase in people setting deposit limits and a 22% rise in the use of safer gambling tools.
Advertising compliance among licensed operators remains high, says the BGC. Rulings by the UK’s Advertising Standards Authority relate to fewer than 0.02% of gambling advertisements, underlining the strength of the regulatory framework.
The analysis also highlighted the economic contribution of regulated gambling advertising, which supports 9,900 jobs across advertising, media, and creative industries. It contributes about £500 million in gross value added, and underpins 1,400 full-time marketing roles. Licensed advertising also plays a role in supporting free-to-air broadcasting, as well as grassroots and lower-league sport.
By contrast, illegal gambling advertising is expanding rapidly, with unlicensed operators increasingly using influencers, search engines, and AI-generated content to target consumers. Many openly promote that they are “not on GAMSTOP”, the UK’s self-exclusion scheme, while others impersonate trusted charities and institutions.
Separate industry estimates cited in the report suggest black market gambling sites are spending between £500 million and £700 million a year on advertising, significantly more than licensed operators.
“This independent analysis shows that gambling advertising by licensed operators is continuing to fall, with spend increasingly concentrated on safer gambling messaging and consumer protections,” Grainne Hurst, chief executive of the BGC, said. “Our members operate within some of the strictest advertising rules of any industry and continue to raise standards across the sector.”
“By contrast, illegal operators are advertising aggressively online with no safeguards, no age checks and no consumer protections, posing a huge risk to consumers,” she added. “Any serious approach to advertising must be led by evidence and focused on tackling the harmful black market.”
Adam Rivers, managing director at Alvarez & Marsal, said: “We are pleased to have worked with the BGC on this report, which offers an insight into the state of the gambling advertising and sponsorship sector in the UK, based on actual advertising expenditure data from licensed operators.”
Original article: https://www.yogonet.com/international/news/2026/02/04/117438-uk-gambling-advertising-by-licensed-operators-keeps-falling-as-illegal-ads-surge-says-bgc-report
