The UK government is facing intensifying calls to impose significant restrictions on gambling advertising, bolstered by new polling that reveals strong public backing for a crackdown.
Widespread Public Support for Stricter Rules
According to surveys conducted by More in Common for the Campaign to End Gambling Advertising, a substantial majority of the public wants to see a much tougher line on gambling promotions. The research, shared with the Guardian, found that 70% of people support stronger curbs on advertising and sponsorship. Notably, over a quarter (27%) believe gambling firms should be banned from promoting themselves entirely.
The report, titled 'Ending A Losing Streak', positions gambling as the industry respondents most want to see face stricter regulation, ahead of technology, finance, and aviation. Some 65% of people support a stricter approach to the sector.
Mounting Political and Campaigner Pressure
In a foreword to the report, former Conservative leader Iain Duncan Smith stated that tougher regulation would be "uncontroversial" and command cross-party public support. "If we are to protect the next generation from gambling harm, we must act," he wrote.
Labour MP Beccy Cooper argued that current advertising rules are "no longer fit for purpose." She highlighted how promotions now "saturate television, social media and influencer marketing, exposing children and young people as a matter of course."
Campaigners are particularly alarmed by the impact of social media. Will Prochaska, director of the Campaign to End Gambling Advertising, urged the government to start by banning all gambling ads from children's social media and computer games.
Industry Defence and Government Stance
The gambling industry has implemented some voluntary measures, including a 'whistle-to-whistle' ban on TV ads during live sports before 9pm and dedicating 20% of adverts to safer gambling messages. The sector's lobby group, the Betting & Gaming Council (BGC), claims advertising spend has declined and emphasises that ads must follow strict guidelines.
The BGC also pointed to the government's past position that research has not established a causal link between advertising exposure and problem gambling. They estimate annual advertising and marketing spend at £1.15bn, disputing other estimates of around £2bn which they say include illicit operators.
However, a government spokesperson indicated no immediate plans for legislation, stating: "The government does not currently have plans to legislate for restrictions to gambling advertising." They acknowledged the need for more work to ensure ads do not lead to harm and emphasised ongoing efforts to protect the vulnerable.
The public appetite for a shrinking industry appears clear. The polling found only 8% want the gambling sector to grow, while 47% would like it to shrink. Furthermore, faced with a choice between an empty shop or a gambling venue in their local area, 44% preferred the empty shop compared to 27% opting for the gambling outlet.
