TLDR
- A House of Lords Liaison Committee report says gambling advertising should be banned across the UK to reduce gambling harm.
- Between 1 and 1.5 million British adults, about 2.4% of those over 18, meet the criteria for problem gambling.
- The Betting and Gaming Council says a ban would push bettors to the black market and cost jobs.
- Entain and bet365 have already announced hundreds of job cuts following higher UK gambling taxes.
- The Netherlands saw a 35% drop in new player registrations after banning gambling ads on radio and TV.
A House of Lords Liaison Committee has released a report calling for a full ban on gambling advertising, marketing, and sports sponsorship in the UK. The report says this is the most effective way to reduce gambling harm across the country.
Between 1 and 1.5 million British adults meet the criteria for problem gambling. That works out to around 2.4% of adults aged 18 and over.
The report points to testimony from researchers who study gambling behavior. One expert said the evidence linking gambling ads to gambling activity is clear.
A University of Sheffield study found soccer fans were 22-33% more likely to bet when watching World Cup matches that included gambling ads. The report says people already at risk of gambling harm are more likely to be affected by ads.
Industry Pushes Back on Proposed Ban
The Betting and Gaming Council, which represents most UK gambling operators, opposes a full ban. The group says it would send bettors to unlicensed websites and hurt the economy.
This week, Entain, the owner of Ladbrokes and Coral, announced 400 job cuts. That news came days after bet365 said it would cut 340 jobs, about 3% of its UK workforce.
The Betting and Gaming Council says the industry has lost 4,500 jobs since the UK raised taxes on gambling last year. Much of that tax increase targeted online casino games.
The group’s CEO says operators are already cutting back on ads voluntarily. She says 20% of gambling ad space now goes toward responsible gambling messages.
The industry has also called for a separate ban on unlicensed operators sponsoring UK sports teams. Some Premier League clubs currently have sponsorship deals with betting companies that do not hold UK licenses.
Dutch Ad Ban Offers a Preview
The Netherlands banned gambling ads on radio and TV in 2023. It added restrictions on sports sponsorship the following year.
Operators reported a 35% drop in new player registrations after the ad ban took effect. The country’s gambling regulator also reported more money moving to unlicensed betting sites.
Despite that shift, the regulator says the ban is working as intended by cutting exposure to gambling among young adults. The Netherlands has not banned ads on digital platforms, and operators have moved much of their marketing there instead.
Australia has also added restrictions on gambling advertising. Critics there say the rules do not go far enough, and Australians still lose more money gambling than people in any other country.
In the US, gambling and prediction market ads have grown during the new NFL season. DraftKings and FanDuel have launched national ad campaigns for their prediction market products.
A recovered gambling addict who lost $10 million told Gambling Insider that the US should also add stricter ad rules. He said gambling commercials have become too frequent on television.
The UK government will now review the Lords’ report before deciding whether to act on its recommendations. Regulators in other countries are watching to see what the UK decides and what effects follow.
