Lawmakers in the UK government are urging a reconsideration of gambling adverts in the country after a lengthy debate in the House of Commons.
A cross-party consensus was reached by both the government and opposition, with both agreeing the issue needed to be addressed in response to the expanding unregulated gambling market. The protection of children was also another issue cited as for the need of closer oversight on advertisements.
Debate prompted by detailed report from All-Party Parliamentary Group
Last week, the All-Party Parliamentary Group (APPG)released a report on gambling reform, in collaboration with Peers for Gambling Reform, in which it sharply criticized existing safeguards, arguing they fell short and called for sweeping reforms, including a pre-9 p.m. ban on gambling ads, limits on sports sponsorships, and stricter oversight of influencer and online marketing.
Labour MPs Alex Ballinger (Halesowen) and Dr Beccy Cooper (Worthing West) argued the scale of the issue represented a public health risk, with the latter comparing the ills of gambling to previous campaigns around tobacco.
She told the house: “Parliament has previously taken a precautionary approach in areas such as tobacco, alcohol and junk food marketing, where there is credible evidence of harm. Gambling advertising meets the same threshold, given its demonstrated links to increased participation and harm.
“Gambling is an addictive product. That is an incontrovertible health fact.”
In the report, Ballinger wrote: “Children today are growing up in an environment where gambling is normalised at every turn, on their screens, in sport, and across social media. The evidence is clear that early exposure increases the risk of harm later in life. We cannot allow this level of exposure to continue unchecked. Protecting children must come first, and that means taking decisive action to reduce the scale and reach of gambling advertising.”
Conservatives emphasize value of industry to economy
Some Conservative lawmakers and other speakers cautioned against sweeping limits on gambling advertising, arguing they could have unintended effects.
Charlie Dewhirst and colleagues highlighted the financial role gambling plays in supporting sports and broadcasters, warning that tougher rules could drive bettors toward unlicensed offshore sites and fuel a growing black market.
Dewhirst pointed to research from WARC showing a surge in promotion by illegal operators, which it said now make up nearly half of all gambling advertising.
He added that, if trends continue, such operators could dominate UK ad spending within two years, overtaking licensed domestic firms.
The country’s flagship sports competition, the Premier League, is already bracing for the impact of a ban on gambling companies sponsoring club shirts.
Up to seven teams are at risk of starting next season without front-of-shirt deals. The loss of betting partners threatens millions in revenue, with executives warning sponsorship offers outside the top clubs have fallen sharply. Some say the crackdown, aimed at curbing unlicensed operators, has created a difficult market and reduced a key income stream tied to the global appeal of English football.
Regulators have also stepped up enforcement, with the UK Gambling Commission (UKGC) warning clubs over ties to unlicensed firms and threatening legal action. Authorities have raised concerns about illegal gambling ads online, including on platforms owned by Meta Platforms, while European regulators are pursuing broader action against offshore operators. Industry groups estimate unlicensed companies account for a significant share of the market, highlighting ongoing risks to consumers and challenges for enforcement.
House agrees to further considerations
Ministers said any changes to gambling advertising rules must be proportionate and evidence-based, warning overly strict limits could drive consumers toward illegal operators. The government is reviewing proposals from the APPG and highlighted ongoing efforts to tackle unlicensed gambling, including a cross-government taskforce and a £26 million boost to the UKGC for enforcement.
Officials also pointed to a recent consultation on banning sports sponsorship by unlicensed firms, while lawmakers flagged gaps in Northern Ireland’s outdated gambling laws. Some MPs cited stricter regimes in countries such as Italy, Spain and Australia as models, though others warned similar curbs abroad had fueled black market activity.
Parliament agreed to a non-binding motion recognizing concerns around gambling advertising and ongoing scrutiny of the issue. Ministers said they will continue consultations with regulators, industry and tech platforms, with enforcement against illegal operators and expanded research funding remaining key priorities.
