UK ministers face increased pressure to restrict gambling ads | Gambling

Ministers will face growing pressure to clamp down on gambling advertising this year as MPs and campaigners follow polls showing widespread public support for tighter restrictions.

Policies affecting gambling have been the subject of fierce debate in recent years, leading to tighter regulation of the £12.5bn-a-year sector and the announcement of higher taxes in the November budget, despite intense lobbying from the industry.

But gambling advertising has remained largely unaffected, although successive governments have introduced measures such as lower betting limits on online slot machines and a statutory tax to fund addiction treatment.

New polling shared with the Guardian shows there is strong public support for a much less permissive approach to gambling advertising, which has exploded in volume since Tony Blair’s Labor government deregulated it in 2005.

The surveys were conducted by More in Common and commissioned by the Campaign to End Gambling Advertising as part of a report titled Ending the Losing Streak.

They found that 70 per cent of people supported tougher restrictions on advertising and sponsorship, while 27 per cent said gambling companies should not be allowed to promote themselves at all.

In the report’s foreword, former Conservative party leader Iain Duncan Smith said: “The report shows that tighter regulation of the gambling industry will not only be uncontroversial but will carry strong public support from voters across the political spectrum.”

“If we want to protect the next generation from the harm of gambling, we must take action.”

In 2019, gambling companies adopted a voluntary “whistling” rule under which they would not advertise during sporting events shown before 9pm. They also agreed to devote 20% of their advertising to “responsible” gambling.

Some estimates suggest the industry still spends around £2bn a year on advertising and marketing, but industry lobby group the Betting and Gaming Council (BGC) claims the figure is much lower at £1.15bn. The larger estimate includes illegal operators, it said.

Labor MP Beccy Cooper said: “While successive governments have rightly taken tentative steps to improve regulation of the gambling industry, we need to go further.

“Current rules on gambling advertising are no longer fit for purpose. Promotions now saturate television, social media and influencer marketing, naturally exposing children and young people. This must change and stronger restrictions are now urgently needed to reduce the harm.”

Campaigners have expressed particular concern about social media and children’s exposure.

Will Prochaska, director of the Campaign to End Gambling Advertising, said: “This study demonstrates the deep public concern about the gambling industry and a strong appetite to protect children from gambling advertising.

“We call on the government to start by banning all gambling advertising and content on social media and computer games aimed at children.”

The survey also found that gambling was the sector respondents most wanted to face stricter regulation, ahead of sectors such as technology and artificial intelligence, finance and aviation, with 65% supporting a stricter approach.

A government spokesman said: “The government currently has no plans to legislate restrictions on gambling advertising. However, we recognize that more work is needed to ensure gambling advertising does not lead to harmful gambling.”

“We work closely across government and industry to ensure the protection of children and the most vulnerable and to combat illegal gambling advertising.”

The BGC said: “Advertising must comply with strict guidelines and safer gambling messages must be displayed regularly and prominently, promoting safer gambling tools and signposting those interested in their betting.

“The advertising expenditures of the betting and gaming industry have decreased in recent years.

“The government has previously stated that the research did not establish a causal link between exposure to advertising and the development of problem gambling.”

Last month the BGC warned that an increase in taxes on the online gambling industry could harm the sector and cost jobs.

The poll shows some Brits won’t be concerned; Only 8% say they want the gambling industry to grow, while 47% say they want it to shrink.

Amid concerns about the proliferation of high street slot machine shops, almost none of the survey respondents thought there could be more gambling venues in their area.

When asked whether they would prefer an empty store or a casino, 44 ​​percent preferred the former and 27 percent preferred the latter.

The Guardian has decided to stop accepting gambling advertising in 2024.