By Benson Daniel
A cross-party group of members of the UK House of Lords has called for a near-total ban on gambling advertising, arguing that tougher restrictions are needed to address the growing risks associated with gambling promotion.
The recommendation is contained in a 173-page report examining the impact of gambling advertising and marketing. The peers said the government had been too slow to respond to the rapid expansion of gambling promotion across digital platforms and social media.
Under the proposed approach, most gambling advertising would be prohibited in a way similar to the restrictions imposed on tobacco advertising. The proposal would retain limited exceptions, including advertising connected with the National Lottery and horse racing.
The report comes as gambling companies continue to operate a large advertising market in Britain. Industry advertising expenditure is estimated to have reached about £2 billion in 2024, reflecting the expansion of gambling promotion across television, online platforms, social media and sports.
The peers also highlighted the scale of gambling-related harm. Official figures cited in the report indicate that as many as 1.4 million people in Britain may have a gambling problem, while campaigners have linked gambling-related harm to financial difficulties, relationship breakdown and other serious social consequences.
The recommendations have met resistance from the gambling industry. The Betting and Gaming Council, which represents licensed betting and gaming businesses, argued that a blanket advertising ban could weaken the regulated market without preventing illegal operators from targeting British customers.
The industry body has pointed to measures already introduced voluntarily, including restrictions on television advertising during live sporting events. It has also warned that reducing advertising by licensed operators could make it more difficult for consumers to distinguish regulated businesses from illegal gambling providers.
The debate comes as gambling regulation is already receiving increased attention in Westminster. Policymakers are considering further measures affecting gambling advertising, sponsorship and high-stakes gaming machines, while the industry is also facing potential changes to taxation.
The House of Lords report reflects a broader argument over whether gambling should be treated primarily as a commercial activity or as a public-health issue requiring stronger restrictions. Supporters of tighter controls say the widespread promotion of betting makes gambling more visible and accessible, particularly online, while industry representatives argue that regulation must also account for the risks posed by unlicensed operators.
The comparison with tobacco advertising is significant because the UK already has extensive restrictions on tobacco promotion. Most forms of tobacco advertising and promotion were prohibited under legislation introduced in the early 2000s.
Any decision to introduce comparable restrictions on gambling would therefore represent a major change to the UK’s current regulatory framework and could affect bookmakers, casinos, broadcasters, sports organisations, media companies and advertising businesses.
For now, the Lords’ recommendations add to growing pressure on the government to reconsider how gambling is promoted across Britain. The government will have to weigh the proposed public-health measures against concerns about the economic impact and the potential growth of illegal gambling markets.
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