A cross-party committee of the House of Lords has called for a near-total ban on gambling advertising in the United Kingdom, arguing that such a measure is necessary to address growing concerns about gambling-related harm, particularly among children and vulnerable adults. The report, released this week, compares the proposed restrictions to those imposed on tobacco advertising and suggests that limiting promotional activity would reduce risks such as financial hardship, relationship breakdown, and suicide.
The committee highlighted data indicating that up to 1.4 million adults in the UK have a gambling problem, with around 68,000 children and young people under 18 also affected. The rise of online betting, along with extensive digital marketing and the use of social media influencers, has increased accessibility and exposure among younger audiences. The report asserts that current government efforts have been inadequate in responding to the swiftly expanding gambling advertising landscape.
Among the recommendations is a comprehensive ban on most forms of gambling advertising, including sponsorship of sports teams and events. This would mark a significant shift, as bookmakers currently invest heavily in football and other sports. The report acknowledges that such restrictions could shrink the gambling sector and remove funding from grassroots sports but argues that reallocating consumer spending could deliver longer-term economic benefits to other areas of the economy.
Lord Foster of Bath, a former local government minister and one of the inquiry’s authors, emphasized the broader social impact of gambling harm, noting that "millions of people" besides gamblers themselves are affected. He cited evidence linking advertising to harm and expressed concern about the normalization of gambling among children, who reportedly recognize gambling brand logos at rates comparable to major food chains. Foster also acknowledged the challenge posed by illegal gambling sites, which regulators are working to address, but insisted that this should not distract from addressing harms created by the licensed market.
The gambling industry has rejected calls for a blanket ban, with representatives warning that the measures would lead to significant job losses and threaten the funding of community sports programs. A spokesperson for Flutter, owner of Sky Bet and Paddy Power, argued that advertising by licensed operators allows consumers to identify regulated and responsible businesses, contrasting them with unregulated illegal providers.
The Betting & Gaming Council, the sector’s main lobbying group, described the report as “deeply misguided” and warned that stricter advertising restrictions could inadvertently bolster the illicit market, potentially increasing harm. The group stresses the importance of a regulated environment that protects consumers while supporting responsible gambling.
Gambling advertising was liberalized under the 2005 Gambling Act, and recent political developments reflect a growing unease with the industry’s social impact. Andy Burnham, mayor of Greater Manchester and former Labour leadership candidate, has been a vocal critic, advocating for stronger local powers to control betting shop openings and expressing a desire to end gambling sponsorship in sports.
As the government considers the committee’s recommendations, the debate continues over how to balance public health concerns with the economic role of the gambling industry and the funding it provides to sports and communities.