Five London Councils Put Pressure On Mayor Over Tube Gambling Ads

More London councils are railing against gambling advertising on the Underground, according to reports. Five London councils — Barnet, Brent, Enfield, Hackney, and Lewisham — have signed up to the Coalition to End Gambling Ads (CEGA) in an effort to curb the spread of harmful gambling promotions.

Haringey was the first council to join the Coalition in January 2005, pleading for an end to gambling advertising. Interestingly, it is fourth in the list of boroughs with the most licensed gambling premises in the capital, according to the Gambling Commission.

In taking action, the councils have tried to exert more pressure on the London mayor to ban gambling adverts across the Transport for London (TfL) network. Statistics provided by the Gambling Commission has revealed the growing endemic of gambling ads and the effect it has on the younger generation, with almost half of 11-17-year-olds in the UK experiencing some form of gambling in the past year.

Trying to police the matter

London councils have tried to take a proactive approach to controlling gambling advertising. Currently, there are more than 80 councils in the UK that restrict gambling ads in the areas they control.

However, they have little say or power over ads in private spaces. This includes billboards, transport networks, broadcast media, and the internet.

More worryingly, recent figures have revealed that over £2 billion was spent on ads in the UK over the past year, with online casinos contributing significantly to the astronomical sum.

Mayor of London under fire

The Mayor of London Sir Sadiq Khan has come under fire from councils for dithering over promoting gambling ads on TfL. Indeed, it is thought he has rowed back on his pledge to ban ads, something he made clear in his 2021 re-election manifesto. His manifesto originally suggested that he would execute an “ethical advertising policy” for TfL rather than wait for complaints or a “media outcry” before removing material.

Now, it is thought that Khan is waiting until a formal definition of harmful gambling is agreed upon. Once a full review is completed, it is believed Khan will decide on the necessary next steps.

CEGA makes itself heard

The CEGA have long championed clamping down on removing harmful gambling ads. Will Prochaska, CEGA Director, has been heartened by the action taken by London councils, and insists more should be done to thwart gambling companies.

He said:

“Councils across the UK are recognising that gambling is a public health crisis fuelled by relentless advertising.

“By joining this coalition, they’re standing up for communities and sending a clear message. It’s time to stop allowing companies to profit from promoting harmful products. We urge others to follow their lead.”

Addiction is real

Gambling companies now have a responsibility to market the dangers of betting. But Tracy O’Shaughnessy, who is part of the team at GamLEARN, a gambling charity, thinks councils are doing the right thing by drawing attention to problem gambling.

She said:

“I know first-hand how quickly gambling harm tears through a life and a family. Seeing London councils push back against gambling advertising really matters — it recognises the reality that this addiction is real, it’s destructive, and it shouldn’t be prompted on the streets.”

While gambling-related harm is well documented, it remains to be seen whether calls to end advertising will be enforced by Khan. The clock is ticking.