Poll Suggests Desire for Tougher UK Gambling Advertising Regulations

UK ministers are coming under mounting pressure to clean up gambling advertising in 2026, according to a new poll published. The startling figures revealed that campaigners are angling for change, and they want to see tougher restrictions introduced.

At the end of last year, the Budget speech spelt problems for the betting industry, given that duties levied on online sports betting will increase from next year, while taxes on UK casino betting will rise in April.

More pertinently, advertising has been a big driving factor for gambling companies, as they spent over £2 billion on marketing in 2024.

Polling figures reveal startling findings

The advertising survey, initiated by More in Common and commissioned by the Campaign to End Gambling Advertising, highlighted some startling figures. Of those polled, 70% of respondents admitted they would back more stringent restrictions on advertising and sponsorship.

Within the survey, 27% of people appear to have stronger reservations about gambling operators more generally. They claimed that gambling companies shouldn’t be allowed to promote themselves in any shape or form.

Serious appetite for change

Over the past few weeks, the desire to overhaul gambling advertising has been evident. It was recently reported that the London Mayor Sadiq Khan has yet to decide on scrapping gambling advertising on the Transport for London (TfL) network, despite more councils in the Capital expressing their disgruntlement.

Gambling companies agreed to a “whistle-to-whistle” code in 2019, where they wouldn’t advertise during sports fixtures before 9pm. However, there have been some reservations expressed about the gambling advertising landscape, including Will Prochaska, the director of Campaign to End Gambling Advertising.

He 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.”

Gambling industry must go further

It’s not just gambling campaigners that are trying to make themselves heard. The UK industry is thought to be worth £12.5bn a year, but MPs are also trying to get their point across, urging for tighter advertising rules.

Labour MP Beccy Cooper said:

“While successive governments have rightly taken the 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.”

Striking a balance

The notion of the gambling industry not being “fit for purpose” by Cooper raises an intriguing question. What is certain is that betting in the UK remains a popular pastime, as judged by the Entain figures published last month, which showed the Grand National generated the most interest from a wagering perspective in 2025.

Moreover, the other figures that came out of the poll suggest that 65% of respondents want gambling to face tougher governance, putting it ahead of other sectors, such as tech and AI, finance, and aviation. Clearly, the poll provides plenty of food for thought, and the government must tread carefully moving forward.

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.”