UK ministers are facing renewed pressure to tighten restrictions on gambling advertising, after a new poll revealed strong public support for a tougher approach to promotion and funding.
Gambling laws have been hotly debated in recent years, with governments introducing tighter controls on online casinos, higher industry taxes and a legal tax to fund addiction treatment. However, advertising laws remain untouched, despite the level of promotional activity increasing significantly since the deregulation of markets in 2005.
Polling carried out by More in Common and commissioned by the Campaign to End Gambling Advertising suggests that the public’s tolerance for gambling marketing is now at an all-time high.
The survey, published in a report titled Ending A Losing Streak, found that 70% of respondents supported stricter measures in advertising and funding gambling, while more than a quarter believed gambling firms should not be allowed to advertise at all.
In a foreword to the report, former Conservative Party leader Iain Duncan Smith said stricter laws would have more political power and wider support.
“This report shows that strict regulation of the gambling sector will not only cause controversy but will bring strong public support to voters across all political spectrums,” he said. “If we want to protect the next generation from the harms of gambling, we have to take action.”
Labor members of Parliament also strengthened the call for reforms. Beccy Cooper said the existing advertising laws were no longer fit for purpose, saying that promotion was now “overwhelming with television, social media and aggressive marketing”, which presented children and young people as a matter of course.
Despite stricter laws in some areas, gambling advertising has so far avoided major legal intervention. In 2019, operators agreed to a voluntary ban on “whistle-blowing” advertising during live sports broadcasts before 9pm, and a commitment that 20% of ads promote safe gambling messages.
Campaigners say these measures fall short of what is needed. Will Prochaska, director of the Campaign to End Gambling Advertising, said the poll shows a clear mandate for action, especially online.
“This study shows the public’s deep concern about the gambling industry and the strong desire to protect children from gambling advertising,” he said. “We urge the government to start by banning all gambling ads and content on children’s social media and computer games.”
The gambling industry spends up to £2bn a year on advertising and marketing, according to some estimates, although the Gambling and Gaming Council disputes that figure, putting annual spending closer to £1.15bn and disputed higher estimates include illegal operators.
The BGC insists that advertising already complies with strict guidelines and that there is no proven causal link between exposure to advertising and problem gambling. It also warned that further restrictions or tax increases could damage the sector and lead to job losses.
A government spokesman said there were currently no plans to approve new advertising restrictions, but admitted there were ongoing concerns.
“We recognize that there is much work to be done to ensure that gambling advertising does not lead to dangerous gambling,” said the spokesperson. “We are working together, across government and industry, to ensure children and the most vulnerable are protected, and tackle illegal gambling advertising.”
Polling suggests that gambling is now the industry voters most want to see more tightly regulated, ahead of technology, artificial intelligence, finance and aviation. Only 8% of respondents said they would like the gambling industry to grow, while almost half said they would like it to shrink.
The concern extends to physical gambling sites as well. Asked whether they would prefer an empty shop or a gambling den on their local high street, 44% chose an empty space, compared to only 27% who preferred a betting shop or arcade.
As political pressure mounts and public opinion hardens, ministers may find it increasingly difficult to resist calls for a more restrictive advertising regime in the coming year.
