Wolverhampton the Latest UK Local Council to Look into Gambling Harm

Wolverhampton Council has become the latest UK local council to look into how it can implement gambling protection services within its jurisdiction, by launching a public consultation to help shape its Gambling Harm Reduction Strategy.

Wolverhampton’s residents, professionals, community groups and young people will be invited to share their experience and views, which could then be used to inform priorities for prevention, early intervention and support across the city.

Separate consultations have been created for adults and young children. Adults can visit the Adult Consultation – Gambling Harm Reduction Strategy, while young children can visit the Children and Young People Consultation – Gambling Harm Reduction Strategy.

Councillor Obaida Ahmed, Cabinet Member for Health, Wellbeing and Community, said:

"Gambling harm is a real and growing issue that affects individuals, families and communities across Wolverhampton. We want this strategy to be shaped by real experiences and grounded in what our communities tell us they need.

“With the rise in online gambling and the highly targeted nature of digital advertising, it has never been more important that we take proactive, evidence-led action to protect our residents. We want this strategy to be shaped by real experiences and grounded in what our communities tell us they need.”

Local councillors applying pressure

Wolverhampton Council’s decision to look into gambling activity follows previous actions by local councillors taking actions regarding the gambling industry.

In April 2025, 37 councillors wrote to Lisa Nandy MP, the Secretary of State for Culture, Media and Sport, calling for urgent gambling reform.

Among the councillors’ requests was for local authorities to be granted the power to reject premise license applications that threaten the community’s welfare and safety. The councillors also asked for gambling advertising, promotion, and sponsorship to be prohibited, and for the statutory levy to be administered through an independent public body, further devolving funding to local health authorities.

The statutory levy came into effect last April, as one of the terms from the 2023 Gambling White Paper, requiring all licensed operators to pay a percentage of their gross gambling yield to contribute towards efforts to treat and prevent gambling harm. The rate ranges from 0.1% to 1.1%, dependent on the specific gambling-related activity.

While advertising and marketing was included in the White Paper, the proposals have widely been seen as light touch, as they did not mention specific curbs or restrictions to how operators market themselves. Among other measures, operators were encouraged to adapt proactively to new market restrictions, safeguard against marketing to vulnerable groups, and ensure free bets and bonuses are socially responsible.

Tricky situation for new Commission CEO

Some of the powers the councillors were asking for could potentially compromise the powers of the Gambling Commission. Earlier this week, the regulator announced Andrew Rhodes will be stepping down from the position of CEO on April 30. Rhodes’ replacement will have to navigate a complex political landscape, particularly if local councils are asking for significant changes to the governance of gambling protection measures.

Problem gambling rate rise

Research from the Commission showed the problem gambling rate in Great Britain rose to 2.7% for 2024, up from 2.5% for 2023. The number was published as part of the Gambling Survey for Great Britain.

The 2024 GSGB survey was the second of its kind to be published. Those two surveys have indicated problem gambling rates have been significantly higher than the data was showing in previous surveys published by the Commission.

The Commission previously announced that in the year to December 2022, a total of 0.2% of respondents classed as problem gamblers.