BGC Push Back On LHGP Blanket Gambling Advertising Ban Suggestion

The Betting and Gaming Council (BGC) has blasted a proposal from the Local Health and Global Profits (LHGP), demanding a blanket ban on gambling advertising in the UK.

LHGP, a research-based consortium, lobbied the Department for Digital, Culture, Media, and Sport (DCMS) to extend the ban on gambling sponsorships in sport to cover the licensed sector.

However, the BGC have refuted the LHGP’s other claim that ending betting advertising will have the desired effect.

A divisive issue

So far, a groundswell of opinion has emerged on gambling advertising. Responding to the DCMS’ consultation, which focused mainly on ending unlicensed sponsorship deals, the LHGP also took issue with gambling advertising. They proposed further restrictions to online and digital gambling advertising where gambling marketing is most prevalent.

The LHGP pointed out companies are using “nudge” tactics which have given operators "disproportionate powers” to initiate regular betting. They noted that the gambling industry spends £1.5 billion a year on advertising, which they attest has proved to be effective in inducing new gamblers.

Added to that, more councils across the country joined the coalition over the summer calling for an end to gambling advertising in a bid to reduce gambling-related harms. But it seems the battle lines have been set with the BGC jumping into the debate.

Regulated sector already under immense scrutiny

The LHGP wants to see a ban on gambling advertising brought in time for the 2027/28 season, but the BGC have suggested regulated operators in the UK are under immense pressure to comply with guidelines outlined by the United Kingdom Gambling Commission (UKGC).

Within this, the UKGC has clear rules pertaining to advertising for young adults and ensuring marketing communications aren’t misleading. That said, the harsh economic conditions, particularly the increase in gambling taxes, have taken their toll.

As of April 2027, the general betting duty paid on online sports bets will rise from 15% of gross gambling yield (GGY) to 25%, with horseracing exempt.

Indeed, the BGC recognises that UKGC-licensed operators are already under greater scrutiny, and they are subject to some of the toughest rules. Rather than chastise them, the BGC have suggested regulated betting companies are trying to toe the line, and they are doing all they can in a challenging environment.

Rooting out the black market

Fears over the black market remain unabated. Although a breakthrough arrived at the start of the year when the DCMS unveiled its illegal gambling taskforce to clamp down on black market bookies, the industry is experiencing exponential growth.

The BGC has continually banged the drum to eradicate the influence of black market operators, noting how they fail to protect consumers. To underline the black market’s progress, the BGC forecasted £800 million will be staked on the Premier League this season with illegal operators, rising to £1 billion next year.

BGC defiant on the matter

Unsurprisingly, the BGC were defiant on the matter. And in a rallying call, the BGC have claimed a complete ban on gambling advertising won’t rectify the issue.

A spokesperson told SBC News:

“A blanket ban on advertising by regulated companies would not make gambling disappear. It risks handing a significant competitive advantage to illegal operators who ignore advertising rules, offer none of the protections required in the regulated sector and increasingly use online platforms to target UK consumers.

“The focus should be on ensuring advertising remains responsible and properly regulated, while taking much tougher action against illegal operators who play by none of the rules.”