The Liaison Committee of the House of Lords in the UK has urged for a complete prohibition on gambling advertisements, asserting that this measure is the most effective strategy to mitigate gambling-related harms and should be integrated into a public health framework.
This cross-party committee estimates that between 1 million and 1.5 million adults in Great Britain struggle with gambling addiction. The associated negative impacts include breakdowns in relationships, decreased spending on essential needs, borrowing or depleting savings for gambling, hiding gambling habits from family, mental health issues, and in severe cases, suicide.
This report builds on the findings from the Select Committee on the Social and Economic Impact of the Gambling Industry published in July 2020. It comes shortly after the Local Health and Global Profits research consortium also advocated for stricter regulations on gambling advertising.
Lord Foster of Bath, a member and acting former Chair of the previous committee, emphasized, “Up to one and a half million individuals in Britain face gambling issues and the serious repercussions this has on them, their families, and the community.”
He added, “Implementing a ban on most gambling advertisements would likely decrease gambling activities, thereby reducing problem gambling and its severe consequences. We are convinced that such a ban would shrink the gambling sector and positively impact millions across the nation.”
Research from the Sheffield Centre for Health and Related Research suggests that a 10% reduction in gambling expenditures could potentially boost the Gross Value Added (GVA) by £1.25 billion ($1.67 billion) and create over 22,000 jobs.
Prior to the Gambling Act 2005, advertising for gambling on television and radio was primarily limited to bingo, football pools, the National Lottery, and other authorized lotteries. Advertisements were previously “restricted on the basis that gambling should be tolerated but not encouraged.” The committee noted that the gambling industry now spends over £1 billion ($1.34 billion) annually on advertising.
Furthermore, the committee criticized the government for being too passive in addressing digital advertising and content marketing, which can obscure the distinction between promotional material and editorial content, particularly appealing to children. Although they acknowledged measures introduced after the 2023 Gambling White Paper, including the statutory gambling levy, they emphasized that gambling-related harm continues to be a significant public health concern.
The committee pointed out that other regions have implemented stricter advertising regulations, arguing that Great Britain has become an “outlier” in this regard. The Netherlands has adopted a blanket ban on gambling advertisements, while Australia has set limits on such promotions.
Additionally, the committee dismissed claims that limiting licensed operators would inevitably push consumers towards illegal gambling. “The Committee acknowledges that stronger measures are required to combat unregulated gambling, but it was not persuaded by assertions that advertising restrictions for licensed operators would result in customers migrating to the illegal market,” the Committee stated.
The Betting and Gaming Council has consistently highlighted the illegal market, estimating that approximately £8 million ($10.7 million) would be wagered with illegal operators during the 250th anniversary of the St Leger at Doncaster Racecourse.
BGC Chief Executive Officer Grainne Hurst remarked, “Millions of pounds are anticipated to be staked with illegal operators during the St Leger meeting, with these businesses contributing nothing to racing, paying no UK taxes, and providing none of the protections available in the regulated market.”
The ongoing discussion about advertising coincides with operators facing increased taxation, including a rise in Remote Gaming Duty from 21% to 40% and an upcoming increase in General Betting Duty from 15% to 25%.
A comprehensive ban on advertising could also impact sports organizations that have betting partnerships, including those in football, rugby league, snooker, and darts.