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The debate around gambling advertising in the UK is back in focus. New public polling shows strong support for stricter rules, especially when it comes to sponsorship and protecting children. This pressure is now landing directly on ministers, even though advertising was mostly left untouched during recent gambling reforms.
Polling Shows Clear Support for Ad Restrictions
According to reporting by The Guardian, new polling highlights a clear public mood shift. Research carried out by More in Common for the Campaign to End Gambling Advertising shows that around seven out of ten people want tougher limits on gambling ads and sponsorships.
More than a quarter of those surveyed said they would support a full ban on gambling advertising. This comes at a time when gambling promotions are more visible than ever, especially online and during sports broadcasts.
While the UK has introduced measures like lower online slot limits, higher gambling taxes, and a new levy to fund addiction treatment, advertising rules have largely stayed the same since the market opened up in 2005.
Politicians Call Current Rules Outdated
Several politicians believe the current system no longer reflects how gambling ads work today. Labour MP Beccy Cooper has said existing rules fail to deal with modern advertising across TV, social media, and influencer platforms.
She has raised concerns that children and young people are regularly exposed to gambling content, often without clear boundaries. Campaigners argue that this constant exposure normalises gambling and increases the risk of harm later in life.
Focus Turns to Digital Platforms
Campaign groups are especially worried about online spaces. Will Prochaska from the Campaign to End Gambling Advertising has said many parents are uncomfortable with how easily children come across gambling content on social media and in games.
Campaigners want gambling ads removed completely from platforms used by children. They see this as a practical first step that could reduce exposure without banning gambling outright.
Industry Defends Current Approach
The gambling industry argues that strong controls already exist. In 2019, operators introduced a voluntary rule to limit gambling ads during live sports before 9pm. They also agreed to include responsible gambling messages in advertising.
The Betting & Gaming Council says advertising spend is often overstated. While some estimates place it near two billion pounds a year, the industry claims real spending is lower and that illegal operators are often included in higher figures.
Industry leaders also argue that there is no clear proof that advertising directly causes problem gambling.
Public Opinion Challenges Economic Arguments
Despite industry warnings about job losses and economic impact, public opinion appears firm. The polling shows only a small group of people want the gambling industry to grow.
Nearly half of respondents said they would prefer the industry to shrink. Many also said they would rather see empty shops on high streets than new betting venues opening.
These views suggest that economic concerns may not be enough to stop calls for tighter advertising rules.
What Happens Next
The UK government has said it does not currently plan to introduce new laws focused only on gambling advertising. However, it has also admitted more work is needed to protect children and vulnerable people.
With strong public backing and rising political pressure, gambling advertising may soon return to the centre of the UK’s regulatory debate. Whether ministers act now or delay again could shape the future of gambling promotion across the country.
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