MPs and Peers Demand Urgent Action Against UK Gambling Advertising

(AsiaGameHub) –   A coalition of MPs and peers from across the political spectrum has pressed the government to enact extensive reforms aimed at gambling advertising.

On Thursday, the All-Party Parliamentary Group (APPG) on Gambling Reform and Peers for Gambling Reform (PGR) released a report demanding significant changes to how gambling ads are regulated. This report is a component of a broader APPG investigation into the future of gambling oversight in Great Britain.

The report highlighted worries that existing safeguards do not sufficiently shield children and young adults from the marketing strategies used by the gambling sector.

Gambling advertising market reaches £2bn during digital boom

It was disclosed in the report that betting firms allocate between £1.5 billion and £2 billion each year to advertising and marketing efforts.

Research conducted by the University of Bristol in October 2025 indicated that gambling marketing messages during Premier League matches surged from 10,999 to 27,440 between 2023 and 2025, even with a football-wide Code of Conduct in place.

“Gambling advertising has completely saturated our everyday lives. It is omnipresent—online, on billboards, and throughout sporting events,” stated Sir Iain Duncan Smith MP, the co-chair of the Gambling Reform APPG.

The group observed that an increasing amount of this expenditure is focused on social media, digital platforms, and sports sponsorships. It suggested that operators are using methods that could normalize gambling for those below the legal age.

Alex Ballinger MP, co-chair of the Gambling Reform APPG, noted that the evidence demonstrates early exposure heightens the likelihood of harm in later years.

Self-regulation unsuccessful as exposure to gambling ads increases

The report condemned the present UK regulatory setup as “insufficient,” especially concerning online gambling advertisements. It linked these failures to feeble laws, poor oversight, and the minimal effect of industry self-regulation.

Restrictions like the “whistle to whistle” broadcasting prohibition have been labeled as “ineffective”.

The groups also contended that the UK’s dependence on voluntary industry standards and the Advertising Standards Authority is insufficient.

Regulators are finding it difficult to police influencer marketing, which obscures the distinction between advertising and entertainment. Studies show that 79% of UK children remember seeing gambling ads on television, applications, and social media.

Key recommendations included:

• A total prohibition on gambling advertising prior to the 9pm watershed on both broadcast and online mediums.
• Terminating sports sponsorships, though exceptions would be made for horse and greyhound racing.
• Limitations on content marketing and promotions by influencers.
• A prohibition on gambling advertisements placed inside video games for children.
• Bans on advertising high-risk products like online slots.
• Stopping direct marketing that depends on opt-in consent mechanisms.
• Compulsory KYC checks throughout the digital advertising supply chain to stop unlicensed operators.

Dutch channelisation statistics raise questions about push for stricter regulation

The release of the report aligns with continuing discussions regarding the overhaul of the Gambling Act 2005 and its update for the digital age.

Baroness Twycross, the gambling minister for the UK, had earlier expressed her desire to pursue reforms that enhance consumer safety while backing a sector she noted provides significant economic and social value.

However, the groups claimed the UK is falling behind other nations globally, pointing to recent tougher legislative actions in Italy, Spain, the Netherlands, and Australia.

Yet, Dutch gambling statistics from 2025 revealed this week that the enforcement of stricter player safety measures resulted in a drop in channelisation, which has fallen under 50% in the Netherlands.

Channelisation is also becoming a worry in the UK, and the Betting & Gaming Council has warned that excessive regulation could push consumers towards unlicensed operators. “Our main priority must be retaining bettors in the regulated market where safety measures exist, instead of pushing them to dangerous unlicensed operators,” CEO Grainne Hurst remarked in a statement from March.

The report, conversely, responded that tighter controls would also reduce the attractiveness of illicit markets, asserting that the danger of the illegal market is “often exaggerated” by the industry.