Great Britain’s Gambling Marketing Regulations Lag Behind Europe

A new report commissioned by the charity GambleAware claims that Great Britain trails much of Europe in regulating gambling marketing, despite strong evidence of gambling-related harms. The report, conducted by the University of Bristol and Ipsos, suggests that, unlike in Europe, where advertising restrictions are increasingly commonplace, British regulations remain lax, especially on television, radio, and digital platforms.

The study highlights a growing public demand for stricter regulations. According to the findings, 67% of Britons believe there is too much gambling advertising, and substantial majorities support stronger restrictions on social media (74%) and TV (72%). GambleAware is therefore pushing for a range of policy changes to limit public exposure to gambling ads, including a pre-watershed ban on broadcast ads, tighter restrictions on online marketing, and a blanket ban on sports advertising.

While the report indicates a need for action, its findings contradict the stance of industry regulators, who often position the UK as a leader in responsible gambling practices. The UK’s Gambling Commission has historically argued that Britain’s regulations are among the most progressive globally, with a focus on harm reduction. However, GambleAware's report suggests that the lack of comprehensive national legislation to address gambling advertising is a missed opportunity to protect public health.

Professor Siân Griffiths, Chair of GambleAware Trustees, remarked, “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.” She emphasized the need for stronger advertising controls to mitigate these harms.

Policy Recommendations and Public Support

Based on public sentiment and the report’s findings, GambleAware is advocating for several regulatory reforms, including mandatory health warnings on all gambling marketing. Zoë Osmond, GambleAware’s CEO, pointed out that such marketing contributes significantly to the normalization of gambling, which can lead individuals to seek help for gambling-related issues. “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,” Osmond explained.

Osmond also voiced optimism regarding a proposed statutory levy from the new government, which would fund initiatives to address gambling harms. She added, “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.”

The report underscores that many European countries have adopted stronger advertising restrictions to counteract gambling-related harm. These include pre-watershed ad bans, online content restrictions, and comprehensive advertising blackouts in sports. GambleAware argues that Britain should follow suit, as unrestricted advertising continues to make gambling appear socially acceptable and accessible, especially to young people.

The bombardment of gambling marketing in this country is a key reason why people find themselves needing advice, support, or treatment.

Conclusion

GambleAware’s report signals a clear public desire for stricter gambling advertising regulations in Great Britain and outlines specific policy changes to achieve this. As calls for reform grow, the question remains whether Britain will shift its approach to align with the more restrictive measures seen in Europe. For now, the debate pits public health advocates against industry stakeholders, with both sides closely watching how government actions may reshape the landscape of gambling marketing in the UK.