Lawmakers from the UK Parliament convened at Westminster on Thursday to discuss the extent and influence of wagering advertisements. It ended with a cross-party understanding that more robust measures are necessary to safeguard minors and tackle the expanding unregulated betting market.
The discussion was triggered by a document issued earlier this week by the All-Party Parliamentary Group (APPG) on Gambling Reform jointly with Peers for Gambling Reform.
The document criticized current protections as insufficient and proposed a variety of actions, such as a pre-9pm watershed prohibition on gambling commercials, an end to most sports partnership agreements, and stricter rules on influencer and content promotion.
Comparison with tobacco and alcohol re-emerges
Labour MPs Alex Ballinger (Halesowen) and Dr Beccy Cooper (Worthing West), who obtained the discussion, underscored the enormous scope of industry advertising.
Ballinger restated a previously cited statistic that gambling firms invest roughly £2 billion annually in marketing initiatives intended to “boost engagement, normalize betting and expand the marketplace, including by cultivating future generations of bettors.”
Pointing to Gambling Commission data, he remarked that 79% of minors have witnessed gambling advertisements, with 64% encountering them on TV and 74% via the internet.
Describing gambling promotion as a public health concern, Labour participants argued that exposure leads to higher involvement and impedes recovery for those suffering from betting addictions.
Dr Cooper, a public health specialist, made comparisons between current gambling marketing and past tobacco promotion.
“Parliament has previously adopted a cautious stance in areas like tobacco, alcohol and junk food advertising, where credible evidence of damage exists. Gambling promotion satisfies the same standard, given its demonstrated connections to increased participation and harm.”
She pressed the administration to consider moving responsibility for gambling policy to health ministries, observing: “Gambling is an addictive product. That is an undeniable health truth.”
Gambling income valuable for sports and media
However Conservative MPs and other speakers cautioned against overly rigid limitations on gambling ads that might produce unforeseen outcomes.
Charlie Dewhirst (Bridlington and The Wolds) and others highlighted the financial significance of betting revenue for athletics and broadcasting, warning that severe restrictions could drive customers toward unlicensed offshore providers and enlarge a growing illegal market.
Dewhirst referenced research by global marketing intelligence firm WARC, which indicated a steep increase in advertising by illicit operators, who, it stated, represent nearly half of all gambling promotion.
He cautioned that such unregulated entities could soon dominate UK betting advertising expenditure: “Within two years – by 2028 – it is anticipated that they will represent the majority of advertising spend in the UK, surpassing regulated British-based operators.”
Sports under examination
The discussion also centered on gambling brand visibility in athletics. Ballinger pointed to studies showing thousands of betting-related messages during a single Premier League weekend, describing the saturation as widespread.
Dewhirst warned that abrupt withdrawal of regulated sponsorship could threaten funding for minor sports and community clubs.
The Premier League has declared a voluntary prohibition on front-of-shirt gambling sponsors starting from the 2026–27 season. Clubs could face up to an £80 million revenue deficit following the ban.
However, opposition MPs from Labour and the Liberal Democrats insisted on legally binding controls on advertising and sponsorship, citing ongoing exposure to betting commercials among minors.
Dr Cooper cited APPG figures that reported roughly 25% of individuals who gambled did so directly in response to advertising, with younger and at-risk persons most vulnerable.
House agrees to additional deliberation on gambling advertising
While recognizing concerns, ministers emphasized the necessity of proportionate, evidence-based measures. They pointed out risks of channeling consumers toward illegal operators.
Greenwood confirmed ongoing government review of the APPG’s suggestions and highlighted initiatives combating illicit gambling, such as a cross-government task force and a £26 million funding increase to the Gambling Commission for enforcement over the next three years.
A consultation on prohibiting sports sponsorship by unlicensed operators was also announced in February.
Several MPs underlined regulatory gaps in Northern Ireland, where they said current statutes predated internet betting, leaving online operators largely unregulated. DUP’s Jim Shannon highlighted elevated problem gambling rates in the region and called for urgent legislative alignment.
The discussion noted that nations such as Italy, Spain, Belgium, the Netherlands and Australia had introduced stricter gambling advertising and sponsorship restrictions.
Labour MPs pointed to these as benchmarks where the UK trails behind, while some Conservatives cautioned that restrictions abroad had fueled black market activity.
The House agreed on a “non-binding motion” acknowledging the matter and parliamentary scrutiny of gambling advertisements.
Ministers committed to reflecting on the APPG report and continuing engagement with regulators, the industry and platforms. Enforcement efforts against illegal operators and dedicated research funding through the Statutory Levy remain priorities.