Peers for Gambling Reform

Peers for Gambling Reform (PGR) and the Gambling Reform APPG have published a new report calling for immediate and sweeping reforms to gambling advertising to reduce the scale and impact of industry marketing to particularly protection of children and young people.

MPs and Peers warn that the growth of gambling advertising has been “insufficiently addressed by successive governments”, that the current system is failing to protect the children and young people and exposing a new generation to harm.

The Groups set out a comprehensive package of measures to tackle what they describe as the pervasive and harmful presence of gambling advertising, with a clear and urgent focus on reducing children’s exposure.

The report highlights that gambling companies now spend in the region of £1.5 – £2 billion annually on advertising and marketing, deploying increasingly sophisticated techniques particularly across digital platforms, sport and social media.Parliamentarians argue that this saturation is not incidental, but is an intentional move by gambling companies to normalise gambling among children and young people and that this advertising is causing harm.

Against this backdrop, the report delivers a stark conclusion: the UK’s regulatory framework is no longer fit for purpose, especially when it comes to safeguarding children, particularly online.

It points to weak legislation, an ineffective regulatory framework and repeated failures of the self-regulation, particularly in sport and online environments where young people are most exposed. Measures such as the “whistle to whistle” ban are described as ineffective and easily circumvented, while regulators have failed to keep pace with newer forms of advertising, including influencer and content led marketing that blur the line between entertainment and promotion.

Parliamentarians also warn the UK is falling behind international counterparts, with countries including Italy, Australia, Spain and the Netherlands already introducing far stronger protections.

At the heart of the report is a bold package of reforms designed to fundamentally reshape the gambling advertising landscape, with a clear focus on protecting children and tackling the most harmful practices.

Key measures include:

• An end to gambling advertising before the 9pm watershed, as part of wider action to reduce children’s exposure across broadcast and online environments
• An end to gambling sponsorship in sport, with a specific carve out for horseracing and greyhound racing (which are not generally attended by children), reflecting the failure of existing codes to limit exposure in live and televised events
• An end to gambling sponsorship of TV and radio programmes, to reduce the normalisation of gambling in mainstream media
• Strong restrictions, including an effective end to content marketing and influencer led promotion, where advertising is often indistinguishable from content
• An end to gambling advertising and promotion in children’s video games and youth oriented digital environments

And on harmful practices:

• An end to advertising of the highest risk products, including online slots, and tighter controls on cross selling
• An end to direct marketing and inducements, moving beyond current opt in systems

On Illegal operator advertising:

Parliamentarians fully acknowledge the risks of the illegal market and call for:

• Stronger action to prevent unlicensed operators reaching UK consumers
• The introduction of Know Your Customer (KYC) requirements across the digital advertising supply chain

Taken together, these measures represent a strong package of measure to reduce exposure, limit harm and restore effective oversight.

A central concern is the widespread and growing exposure of children and young people to gambling advertising. The report warns that marketing is now embedded across the environments young people inhabit, from social media feeds to live sport, shaping attitudes, normalising gambling, and increasing the likelihood of future participation.

Existing safeguards are described as wholly insufficient, particularly in digital spaces where advertising is often indistinguishable from content and where children can be reached at scale.

Lord Foster of Bath, Chair of Peers for Gambling Reform, said:
“For too long, the balance has been tilted in favour of permissive advertising rather than effective protection. The sheer volume and sophistication of gambling marketing, particularly online, means that children and those suffering harm are being exposed in ways that existing regulations simply do not address. If we are serious about preventing further harm, we must now significantly change the rules.”

With cross party backing, the report is expected to intensify pressure on Government to act without delay and to deliver a fundamental reset of how gambling is promoted in the UK, prioritising public health and protecting children and vulnerable groups.

Alex Ballinger MP, Co-Chair of the Gambling Reform APPG, 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.”

Rt.Hon. Sir Iain Duncan Smith MP, Co-Chair of the Gambling Reform APPG said:
“Our daily lives are now totally saturated with gambling advertising. It is simply everywhere you look, online, on billboards, all over sporting events. Enough is enough, for too long the gambling industry has got away with advertising where they like, when they like and failing to adhere to regulation or codes of conduct. Children and young people will pay the price, and it is luring people into gambling more and more. What is the point of introducing gambling restrictions when you continue to allow extensive advertising to further stimulate demand in both the legal and illegal markets. There can be no more excuses, the government has a duty to act, the public want change and it is abundantly clear to everyone that urgent reforms are needed.”