APPG and PGR Call for Sweeping Overhaul of UK Gambling Advertising

The UK’s All-Party Parliamentary Group (APPG) on Gambling Reform has published a report alongside Peers for Gambling Reform (PGR), urging “immediate and sweeping reforms” to gambling advertising in a bid to better protect children and young people.

The groups have called for a ban on gambling advertising before the 9pm watershed, as well as an end to gambling sponsorship of TV and radio programmes.

They have also proposed exemptions for horse racing and greyhound racing from any broader advertising ban, arguing that events in both sports are “not generally attended by children.”

In addition, the report recommends prohibiting advertising for online slots.

‘Protecting children must come first’

Alex Ballinger, co-chair of the APPG on Gambling Reform, said: “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.”

Industry body challenges claims

The Betting and Gaming Council (BGC), which represents the UK’s regulated gambling sector, said some of the claims made in the report are “inaccurate” and that others “leave out key facts.”

While the report suggests gambling companies spend between £1.5bn and £2bn annually on advertising and marketing, the BGC cited independent analysis from WARC indicating that “around half of this, £800m to £900m, is spent by illegal, unregulated operators outside the licensed UK market.”

Addressing calls for a pre-watershed advertising ban, the BGC pointed to analysis by Alvarez and Marsal, which it said “shows overall spend falling over time, including a £30m drop in TV advertising, and 72 per cent of ads are already shown after the watershed.”

Sponsorship debate continues

In response to proposals to end gambling sponsorship in sport, the BGC said advertising and sponsorship are a “critical part of the media and sport ecosystem.”

The body noted that £138m is spent annually by gambling operators on sports sponsorship, supporting activity “across all levels of sport – from elite to grassroots.”

“The elephant in the room is that of the 11 Premier League teams with front-of-shirt gambling sponsorships, only three have full UK licences to operate,” the BGC added.

Premier League changes and further measures

A ban on front-of-shirt gambling sponsorship in the Premier League will come into force from next season. The UK government is also consulting this year on proposals to prevent illegal operators from sponsoring Premier League clubs.

The report further calls for tighter controls on cross-selling, as well as a ban on direct marketing and inducements.

In response, the BGC highlighted recently introduced measures, including a ban on cross-selling and new limits on bonus wagering requirements.