According to The Guardian, Labour ministers are under growing pressure to impose stricter regulations on gambling advertisements, especially those related to sports. This initiative is driven by various activists, MPs, and sports figures, all urging the current government to overturn the previous administration's decision not to strengthen controls on gambling ads. The debate focuses on the widespread promotion of gambling, which many believe targets vulnerable groups, including children.
At a summit near the Houses of Parliament, experts emphasized the urgent need for stricter controls on gambling marketing. Former Conservative Party leader Ian Duncan Smith highlighted public support for a complete ban on gambling advertisements, although he did not endorse this ban. He urged the government to limit gambling incentives such as "free" bets and reduce the exposure of sports betting ads, for example, through football kit sponsorship deals and stadium advertising.
Premier League clubs have voluntarily agreed to remove gambling sponsors' advertisements from the front of their shirts by the end of the 2024 season. However, this measure does not cover other advertising spaces, such as billboards or lower-tier football leagues. Former FA chief executive and Tranmere Rovers chairman Mark Palios criticized this half-hearted approach, arguing that children supporting lower-tier league clubs should receive equal protection from gambling ads.
Palios's Tranmere Rovers is one of the 40 football clubs supporting the "Big Step" campaign, which advocates for a complete rejection of gambling sponsors. Additionally, a 2022 exposé by The Guardian revealed that English Football League clubs are profiting from gamblers' losses, highlighting the entrenched nature of gambling in football.
Call for stronger regulation of gambling ads
Activists are also pushing for a ban on gambling ads before 9 PM, a policy supported by major UK charity GambleAware. The latest data from the Gambling Commission suggests that the problem of gambling harm might be much more severe than previously estimated, potentially affecting up to 2.5% of British adults.
At the summit, Liberal Democrat MP Lord Foster criticized the previous government for failing to address gambling ads in the 2023 regulatory reforms. Although the white paper included new measures, such as setting a £5 limit on slot machine bets and affordability checks, it avoided tackling the advertising issue, allegedly due to a lack of evidence directly linking ads to gambling harm.
However, the report cited experts like Dr. Heather Wardle from the University of Glasgow, who believe that action does not require absolute evidence of harm from gambling ads. She compared the current situation to tobacco advertising, where bans were implemented based on observed social impacts rather than conclusive scientific evidence.
Football commentator Clive Tyldesley also participated in the debate, revealing that he left TalkSport because the station promoted sports gambling in its broadcasts. Meanwhile, the CEO of the Advertising Standards Authority, Guy Parker, admitted being shocked by the prevalence of gambling ads but emphasized that it is the government's responsibility to set policies.
In contrast, the Gambling and Gaming Commission defended its partnerships with sports teams, emphasizing their efforts to promote safer gambling messages and limit the appeal of ads to children. However, critics argue that despite voluntary measures like banning "whistle-to-whistle" during live sports, gambling logos can still appear thousands of times during a Premier League match, undermining these efforts.
The Guardian's reporter Rob Davies also served as the host of the Westminster Gambling Summit, guiding discussions on the urgent need for stricter regulation of gambling ads.
