UK Lawmakers Renew Push for Stricter Gambling Advertising Controls

A joint report from the All-Party Parliamentary Group on Gambling Reform and Peers for Gambling Reform argues that the existing voluntary measures are failing to protect children and vulnerable groups. The report also claims that the UK risks falling behind other jurisdictions in addressing gambling-related harm.

Calls for Sweeping Advertising Restrictions

Lawmakers are pushing for a significant tightening of advertising rules. Proposals include:

• Banning gambling ads before the 9pm watershed across TV, radio, and online platforms
• Ending sports sponsorship deals (excluding horse and greyhound racing)
• Banning advertising for high risk products (online slots)
•  Banning gambling promotion within video games
• Ban on influencer marketing

The final point on that list is a contentious one, with campaigners arguing that social media has blurred the line between entertainment and advertising, leaving younger audiences exposed. Campaigners were also keen to highlight that gambling promotions now appear across broadcast, online platforms, and even public transport.

Dispute Over Black Market Risks

Industry bodies such as the Betting and Gaming Council have warned that tighter regulation could drive consumers towards unlicensed operators. However, lawmakers dispute this claim.

The report argues that the risks posed by the black market are often overstated and should not be used to justify weaker advertising controls. It also references concerns raised by the Gambling Commission that illegal market growth is frequently exaggerated.

Instead, campaigners suggest that high levels of advertising within the regulated sector may actually increase overall demand. They suggest that any advertising could potentially push some consumers towards unlicensed platforms, particularly those who have self-excluded.