The Betting and Gaming Council (BGC) has firmly rejected the UK House of Lords Liaison Committee's suggestion for a total ban on gambling advertisements, cautioning that such an action could undermine consumer protection.
Grainne Hurst, the BGC's CEO, labeled the committee's report as “deeply misguided,” emphasizing that the UK already has stringent regulations in place governing gambling advertising.
“This report is fundamentally flawed and risks weakening consumer protections instead of enhancing them,” Hurst stated.
She highlighted that the UK has robust rules aimed at safeguarding children and vulnerable individuals, with BGC members implementing additional measures, such as a whistle-to-whistle ban on ads during live sports and further restrictions on online marketing.
Hurst expressed particular concern regarding how the report addressed the issue of illegal gambling.
“What is most alarming is the report’s tendency to overlook the rapidly escalating threat posed by the illegal gambling market simply because it does not align with its conclusions,” she remarked.
The BGC pointed out that the ability to advertise is a key differentiator between licensed operators and unauthorized websites. Hurst noted that licensed businesses are required to adhere to advertising regulations, perform age verification, provide self-exclusion options, and implement safer gambling measures, all while contributing to taxes and funding for treatment, prevention, and British sports. “Illegal operators do none of these things,” she emphasized.
Hurst also referenced examples from Italy and the Netherlands, where advertising restrictions have been imposed or tightened, resulting in mixed outcomes.
“There are significant lessons from abroad that should not be overlooked,” she commented. “Italy imposed a near-total ban on gambling ads years ago, yet it still grapples with a substantial illegal market. In the Netherlands, where advertising restrictions have been significantly enhanced, the gambling regulator has explicitly cautioned against a complete advertising ban, noting that only about half of gambling spending currently occurs with licensed operators.”
The BGC clarified that its stance is not against stringent advertising regulations but advocates for rules that are balanced and based on evidence.
“This is not an argument against strong advertising rules. It is a call for balanced, evidence-based regulation that recognizes the crucial differences between businesses operating in one of the most tightly regulated sectors of the economy and illegal operators who flout all regulations,” Hurst concluded.
“A blanket ban on advertising would strip away a vital competitive edge of being licensed and regulated, while doing nothing to deter illegal operators from targeting British consumers. This potential risk warrants serious consideration, not dismissal.”