The UK’s gambling marketing regulations are among the most permissive in Europe, according to a report by the University of Bristol and Ipsos, commissioned by GambleAware. The study revealed that Great Britain, despite leading the way in research on gambling-related harms, falls significantly behind countries like Italy, Spain, Germany, Belgium, and the Netherlands in imposing restrictions on gambling advertisements.
While nations across Europe have adopted stricter regulations to combat gambling harm, such as outright advertising bans or limitations on sports sponsorships, the UK continues to rely on self-regulation and industry cooperation. The report suggests that meaningful changes in Britain would likely require new legislation, as current regulations are insufficient to address the growing public health concerns.
European Trends in Gambling Marketing Restrictions
Countries across Europe have taken decisive steps to limit public exposure to gambling ads:
- Belgium implemented a blanket ban on all gambling advertising in July 2023.
- The Netherlands has introduced stricter marketing controls, including a ban on sports sponsorships and limiting online ads to adults.
- Italy was the pioneer in this area, banning all forms of gambling advertising in 2019.
In contrast, the UK has yet to adopt similarly comprehensive measures. A notable step was taken when Premier League clubs agreed to phase out front-of-shirt gambling sponsorships by the 2026-27 season. However, this effort remains limited compared to the broader advertising bans seen in other European countries.
Public and Expert Support for Stricter Regulations
The GambleAware report underscores growing public dissatisfaction with the current state of gambling advertising in Britain. Recent surveys indicate that 67% of British consumers believe there are too many gambling adverts, while 74% and 72% support stricter regulations for social media and TV ads, respectively.
Prof. Siân Griffiths CBE, Chair of GambleAware Trustees, expressed concern over the normalization of gambling among children and young people. “Urgent action is needed to protect the next generation from experiencing harm,” she stated, emphasizing the need for a public health approach to gambling regulation.
Echoing these sentiments, Lord Foster of Bath, Chair of Peers for Gambling Reform, criticized the UK’s leniency, noting that regulatory powers under the Gambling Act 2005 could already be used to enforce stricter advertising rules.
Proposed Measures to Address Gambling Harm
GambleAware has called for several key policy changes to mitigate gambling harm:
- A pre-watershed ban on broadcast gambling adverts.
- Strict limitations on online gambling marketing.
- A blanket ban on sports sponsorships by gambling companies.
- Mandatory health warnings on all gambling advertisements.
The charity also emphasized the urgency of implementing these measures alongside the long-anticipated statutory levy, which would require gambling operators to contribute a percentage of their profits toward preventing and treating gambling harm.
The Need for Political Will
Despite the wealth of evidence linking gambling advertising to harm, the report suggests that a lack of political will has hindered progress in Britain. Dr. Raffaello Rossi, the report’s author, highlighted that Great Britain has conducted more research on gambling marketing harms than any of its European counterparts, yet remains an outlier in terms of regulatory action.
The study concluded that tighter restrictions are essential to protect individuals from preventable harm, especially as gambling marketing continues to proliferate. Estimates from 2017 suggest that UK operators spend £1.5 billion annually on advertising and marketing, with Premier League fans exposed to tens of thousands of gambling messages each season.
GambleAware CEO Zoë Osmond warned of the consequences of inaction, stating, “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. The changes we are proposing are fair and sensible but will make a huge difference.”
Source:
“New study shows Great Britain lags behind Europe on restricting gambling marketing as GambleAware issues an urgent call to protect public from gambling harm“, GambleAware, November 2024.