MPs Criticise Gambling Advertising Self-Regulation Framework in the UK

UK MPs have called for greater regulation of gambling advertising, arguing self-regulation from the industry is not a strong enough approach.

MPs held a parliamentary debate focusing on gambling harms for children and young people. A range of topics were covered, with one of the standouts being that of potential greater regulation of gambling advertising. Up to this point, the issue has broadly relied on self-regulation.

Example of self-regulation

In 2019, operators who were part of the Industry Group for Responsible Gambling imposed a whistle-to-whistle ban on gambling adverts showing during live sporting events prior to the 9pm watershed. Industry body the Betting and Gaming Council claimed this led to a 97% reduction in the number of TV betting adverts in its first year in operation, according to research by Enders Analysis.

From the start of the 2026/27 season in August, betting operators will be banned from sponsoring kits worn by English Premier League football teams.

This is a self-imposed ban from the teams themselves, so is not exactly self-regulation from the gambling industry. Operators will still be able to have sponsorships/partnerships in place with Premier League teams, but cannot have their name emblazoned on teams’ kits.

Aside from self-regulation, gambling advertisements have to comply with advertising codes set out in the license conditions and codes of practice. This is administered by the Advertising Standards Authority (ASA), which can reprimand operators if they fall foul of the code; however, the ASA’s power usually only stretches to ordering the ads to not be seen again in their current form.

“A real problem”

Alex Ballinger, MP for Halesowen, claimed there are problems with the framework of self-regulation, stating:

“There is a real problem in the self-regulation of content marketing.

"The Advertising Standards Authority has a Committee of Advertising Practice code of practice that requires gambling marketing communications to be clearly identifiable as such, but again and again, we are not seeing that followed.

“In fact, 74% of gambling ads on social media were found not to follow that basic rule, which is seriously concerning.”

The research Ballinger was referring to was a 2024 study published by the University of Bristol, which found 74% of content marketing ads sent by major gambling brands were not clearly identifiable as advertising, breaching key advertising regulations.

“Further action needed”

Munira Wilson, MP for Twickenham, referenced the announcement last November from Chancellor Rachel Reeves that remote gaming duty, paid on online casino bets, will increase form 21% to 40% of gross profit from April 2026. Wilson called for regulation to go a step further and for government to impose greater marketing restrictions.

Wilson said:

“We very much welcomed the government’s decision to double the remote gaming duty—a policy that we have long been calling for—but we believe that further decisive action is needed to combat the harms caused by problem gambling.

"We call on the government to curb the impact of gambling advertising, marketing and sponsorship, including by ending inducements, direct marketing, gambling marketing and sponsorships at sports events, and pre-watershed gambling advertising.”

Wilson also mentioned her wish to see an independent gambling ombudsman that could have greater powers when resolving complaints. The introduction of a gambling ombudsman was one of the recommendations made in the government’s 2023 Gambling White Paper, although this is yet to come to fruition.

Richard Quigley, MP for Isle of Wight West, added:

“GambleAware has warned that as a nation we still rely far too heavily on self-regulation, with responsibility spread across multiple government departments and no single point of accountability.”