Former Doctor Who star Christopher Eccleston has been celebrated as a 'national treasure' and 'hero' after producing and releasing a stark public service announcement targeting the UK's gambling advertising industry.
The 61-year-old actor, known for roles in 28 Days Later and as the Ninth Doctor, created a 15-minute film titled 'Stacking the Deck' for the campaign group End Gambling Ads. Released in late December 2025, the video has sparked significant public debate and praise.
Inside the Hard-Hitting Investigation
The film sees Eccleston embark on an investigative journey, examining UK legislation around gambling and the powerful role advertising plays in fuelling addiction. His stated aim was to dissect the mechanics of gambling marketing to create the 'perfect anti-ad'.
'Stacking the Deck' features poignant interviews with experts and individuals directly affected by gambling harm. One contributor is activist Annie Ashton, whose husband died by suicide in 2021 after battling a secret gambling addiction.
Eccleston also meets with Joe Wade, CEO of the ethical advertising agency Don't Panic, who breaks down the deliberate strategies used by gambling firms. Wade explains how adverts often use relatable, famous faces to target specific demographics.
Calling Out Celebrity Endorsements
Wade highlights two common archetypes in gambling commercials. 'There are either the sporting ones, which are generally around football. It tends to be a white working-class person fronting it. You've had Ray Winstone, Danny Dyer, Sean Williamson...' Eccleston himself acknowledges he fits this profile.
'It's to appeal to a lookalike audience,' Wade added. The film specifically references EastEnders actor Danny Dyer, who became the face of Paddy Power in October 2025 in a high-profile campaign also featuring Coleen Rooney and Peter Crouch.
The second style involves more 'glamorous', 'tuxedo-wearing' celebrities, such as Chris Rock. Eccleston responds with sarcastic wit, quipping, 'He needs the money, he really needs the money.'
A Powerful Conclusion and Public Reaction
The PSA culminates in Eccleston's own anti-ad, where he deliberately adopts the aesthetic of the relatable white working-class man typified by stars like Dyer. He ends with a direct call to action, urging viewers to write to their MPs and demand they 'respond to the evidence and urgently start to restrict gambling advertising.'
Public response has been overwhelmingly positive, with fans and commentators heaping praise on social media. On YouTube, user herbg4866 noted, 'Shots fired at Danny Dyer lol.' On X, Kay Marie wrote, 'An anti-gambling PSA that rightfully calls out Danny Dyer/Peter Crouch and the like for aiding and abetting.'
Other supporters called Eccleston a 'National Treasure' and compared gambling ads to tobacco advertising, arguing both 'destroy lives.' Many expressed long-held disgust at the pervasiveness of gambling promotions.
Gambling Addiction Support in the UK
The news comes as Gambling Commission figures suggest around 138,000 people could be problem gamblers in the UK, with a further 1.3 million engaged in moderate or low-risk gambling.
If you are struggling with a gambling addiction, help is available:
- The NHS provides specialist gambling treatment clinics across England.
- You can self-refer to a local clinic or ask your GP for information.
- The National Gambling Helpline, run by GamCare, offers free, confidential support 24/7 on 0808 8020 133.
- Charities like GambleAware provide further resources and guidance through the National Gambling Support Network.
Christopher Eccleston's film has thrust the ethical debate around gambling advertising back into the spotlight, challenging both policymakers and the celebrities who front these lucrative campaigns.
