The government is reviewing new policies and strategies to reduce gambling harm, including examining new research on gambling advertising.
Stephanie Peacock, the Secretary of State for Culture, Media, and Sport (DCMS), addressed questions on the potential impact of gambling companies advertising through sports clubs on problem gambling. She noted that all major UK sports bodies have their own Codes of Conduct for Gambling Sponsorships, which set minimum standards for partnerships with gambling firms.
The Premier League has already committed to reducing gambling sponsorships, pledging to end front-of-shirt sponsorships by gambling companies by the end of the 2025/26 season.
Labour backs ASA regulations The government supports the Advertising Standards Authority (ASA) as the independent regulator of advertising in the UK. ASA’s advertising codes prevent gambling from being promoted to children, young audiences, or vulnerable individuals in an exploitative way. Violations of these codes result in penalties from the ASA, with broadcast-related breaches overseen by Ofcom.
The government continues to uphold the current framework, with the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP) responsible for setting advertising standards through their respective codes.
Industry improvements acknowledged Last week, MPs received a briefing from the House of Commons on how gambling advertising is regulated. The briefing referred to the advertising standards introduced after the 2005 Gambling Act, which allowed licensed operators to advertise across UK media.
The government’s 2023 Gambling Review White Paper highlighted concerns about the effects of gambling advertising, particularly on vulnerable individuals and young people. The White Paper proposed reforms to tighten controls on bonuses, free bets, and VIP schemes to protect at-risk individuals. It also focused on improving consent for direct marketing and implementing stronger safeguards for vulnerable groups.
In response, the Industry Code for Socially Responsible Advertising, coordinated by the Betting and Gaming Council (BGC), introduced new provisions. Now in its seventh edition, the Code includes rules that ensure gambling advertising in digital environments is targeted at those aged 25 and over. The industry has also applied new rules to limit VIP schemes and promotional bonuses.
New evidence to be considered The DCMS Committee’s December 2023 report on gambling advertising stated that while there’s no direct evidence linking gambling advertising to harm, it does encourage participation, particularly among children and vulnerable individuals.
As a result, the government plans to take a more cautious approach to gambling advertising overall.
The Labour Party has committed to reducing gambling-related harm, with a focus on reforming gambling regulations, strengthening protections, and working with the industry to promote responsible gambling.
Peacock concluded by stating that the government is reviewing evidence from multiple sources to guide its decisions on how best to reduce gambling harm, with further updates expected soon.