Members of the UK Parliament gathered in Westminster on Thursday to debate the scale and impact of gambling advertising. It concluded with a cross-party consensus on the need for stronger action to protect children and address the expanding unregulated gambling market.
The debate was prompted by a report published earlier this week by the All-Party Parliamentary Group (APPG) on Gambling Reform in collaboration with Peers for Gambling Reform.
The report criticised current safeguards as inadequate and recommended a raft of measures, including a pre-9pm watershed ban on gambling adverts, an end to most sports sponsorship deals, and tighter regulations on influencer and content marketing.
Tobacco and alcohol comparison resurfaces
Labour MPs Alex Ballinger (Halesowen) and Dr Beccy Cooper (Worthing West), who secured the debate, highlighted the vast scale of industry advertising.
Ballinger reiterated a previously reported figure that gambling companies spend approximately £2 billion annually on marketing efforts designed to “drive engagement, normalise gambling and grow the market, including by creating future generations of gamblers”.
Citing Gambling Commission data, he noted that 79% of children have seen gambling adverts, with 64% encountering these on television and 74% online.
Framing gambling advertising as a public health issue, Labour members argued exposure contributes to greater participation and hinders recovery for those with gambling addictions.
Dr Cooper, a public health expert, drew parallels between current gambling promotion and past tobacco advertising.
“Parliament has previously taken a precautionary approach in areas such as tobacco, alcohol and junk food marketing, where there is credible evidence of harm. Gambling advertising meets the same threshold, given its demonstrated links to increased participation and harm.”
She urged the government to consider shifting responsibility for gambling policy to health departments, noting: “Gambling is an addictive product. That is an incontrovertible health fact.”
Gambling revenue valuable for sport and broadcasting
However Conservative MPs and other contributors warned against overly strict restrictions against gambling ads that could yield unintended consequences.
Charlie Dewhirst (Bridlington and The Wolds) and others stressed the economic importance of gambling revenue for sport and broadcasting, cautioning that harsh curbs could push customers toward unlicensed overseas operators and expand a burgeoning black market.
Dewhirst cited research by global marketing intelligence WARC, that indicated a sharp rise in advertising by illegal operators, who, it reported, account for almost half of all gambling advertising.
He warned that such unregulated entities could soon dominate UK gambling advertising spend: “Within two years – by 2028 – it is expected that they will account for the majority of advertising spend in the UK, overtaking regulated British-based operators.”
Sport under scrutiny
The debate also focused on gambling brand visibility in sports. Ballinger pointed to research showing thousands of gambling-related messages during a single Premier League weekend, characterising the saturation as pervasive.
Dewhirst cautioned that abrupt withdrawal of regulated sponsorship could jeopardise funding for smaller sports and grassroots clubs.
The Premier League has announced a voluntary ban on front-of-shirt gambling sponsors starting from the 2026–27 season. Teams could face up to an £80 million revenue shortfall following the ban.
However, opposition MPs from Labour and the Liberal Democrats pressed for legally binding controls on advertising and sponsorship, citing persistent exposure to gambling adverts among children.
Dr Cooper cited APPG figures that reported approximately 25% of people who gambled did so directly in response to advertising, with young and at-risk individuals most susceptible.
House agrees to further considerations on gambling advertising
While acknowledging concerns, ministers stressed the importance of proportionate, evidence-based interventions. They flagged risks of pushing consumers towards illegal operators.
Greenwood confirmed ongoing government consideration of the APPG’s recommendations and highlighted initiatives tackling illegal gambling, such as a cross-government taskforce and a £26 million funding boost to the Gambling Commission for enforcement over the next three years.
A consultation on banning sports sponsorship by unlicensed operators was also announced in February.
Several MPs underlined regulatory gaps in Northern Ireland, where they said current laws predated internet gambling, leaving online operators effectively unregulated. DUP’s Jim Shannon highlighted elevated problem gambling rates in the region and called for urgent legislative harmonisation.
The debate noted that countries such as Italy, Spain, Belgium, the Netherlands and Australia had introduced stricter gambling advertising and sponsorship limits.
Labour MPs pointed to these as benchmarks where the UK lags behind, while some Conservatives cautioned that restrictions abroad had fueled black market activity.
The House agreed on a “non-binding motion” acknowledging the issue and parliamentary consideration of gambling advertising.
Ministers committed to reflecting on the APPG report and continuing engagement with regulators, the industry and platforms. Enforcement efforts against illegal operators and dedicated research funding through the Statutory Levy remain priorities.
Kathryn Evans
Kathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.
Original article: https://igamingbusiness.com/marketing-affiliates/uk-mps-frame-gambling-advertising-as-public-health-issue-following-appg-report/
