Ministers will come under mounting pressure to introduce curbs on gambling advertising this year, as MPs and campaigners latch on to polling that indicates widespread public support for tougher restrictions.
Policies affecting gambling have been the subject of fierce debate over recent years, leading to stricter regulation of the £12.5bn-a-year sector and higher taxes announced in November’s budget, despite intensive lobbying by the industry.
But, while successive governments have brought in measures such as lower stake limits on online slot machines and a statutory levy to fund addiction treatment, gambling advertising has remained largely unaffected.
New polling, shared with the Guardian, indicates strong public backing for a much less permissive approach to gambling ads, which have exploded in volume since deregulation by Tony Blair’s Labour government in 2005.
Surveys were conducted by More in Common and commissioned by the Campaign to End Gambling Advertising as part of a report titled Ending A Losing Streak.
They found that 70% of people support tougher curbs on advertising and sponsorship, with 27% saying that gambling companies should not be allowed to promote themselves at all.
In a foreword to the report, the former Conservative party leader Iain Duncan Smith said: “The report shows that tougher regulation of the gambling sector would not only be uncontroversial but would carry strong public support from voters across the political spectrum.”
“If we are to protect the next generation from gambling harm, we must act.”
In 2019, gambling companies agreed a voluntary “whistle-to-whistle” code under which they do not advertise during sports fixtures shown before 9pm. They have also agreed to make 20% of their adverts dedicated to “responsible” gambling.
According to some estimates, the industry still spends about £2bn a year on advertising and marketing, although the sector’s lobby group – the Betting & Gaming Council (BGC) – claims the figure is much lower, at £1.15bn. It said the larger estimate included illicit operators.
Beccy Cooper, a Labour MP, said: “While successive governments have rightly taken tentative steps towards improving regulation of the gambling sector, we need to go further.
“Current rules on gambling advertising are no longer fit for purpose. Promotions now saturate television, social media and influencer marketing, exposing children and young people as a matter of course. This must change, and stronger restrictions are now urgently needed to reduce harm.”
Campaigners have raised particular concerns about social media and children’s exposure.
Will Prochaska, the director of the Campaign to End Gambling Advertising, said: “This study shows deep public concern about the gambling sector and a strong appetite to protect children from gambling ads.
“We urge the government to start by banning all gambling ads and content from children’s social media and computer games.”
The polling also found that gambling was the industry that respondents most wanted to face tougher regulation, in front of sectors such as technology and AI, finance and aviation, with 65% supporting a stricter approach.
A government spokesperson said: “The government does not currently have plans to legislate for restrictions to gambling advertising. However, we recognise that more work needs to be done to ensure that gambling advertising does not lead to harmful gambling.
“We are working closely, across government and with industry, to ensure children and the most vulnerable are protected, and to tackle illegal gambling advertising.”
The BGC said: “Advertising must comply with strict guidelines and safer gambling messaging, which promotes safer gambling tools and signposts help to those concerned about their betting, is regularly and prominently displayed.
“The betting and gaming industry’s spend on advertising has declined over recent years.
“The government has previously stated that research did not establish a causal link between exposure to advertising and the development of problem gambling.”
Last month, the BGC warned that an increase in taxes on the online gambling sector could damage the sector and cost jobs.
The polling indicates some British people would not be concerned by this, with only 8% saying they would like to see the gambling industry grow and 47% saying they would like it to shrink.
Amid concerns about the spread of high street slot machine shops, virtually none of the people who responded to the survey thought that their local area could do with more gambling venues.
Asked if they would prefer an empty shop or a gambling venue, 44% chose the former while 27% opted for the latter.
The Guardian took the decision to stop accepting gambling adverts in 2024.
