The government is actively reviewing new policies and strategies to reduce gambling harms, including examining recent research on gambling advertising.
Stephanie Peacock, the Secretary of State for Culture, Media, and Sport, addressed questions about the DCMS’ assessment of how gambling companies advertising through sports clubs impacts problem gambling.
Peacock confirmed that all major UK sports bodies have set individual Codes of Conduct for Gambling Sponsorships, which outline clear standards and responsibilities for gambling partnerships.
The Premier League has pledged to ban front-of-shirt sponsorships by gambling firms by the end of the 2025/26 season, which will significantly reduce the visibility of gambling sponsorships in UK sports.
When it comes to broadcast and media advertising, the government fully supports the Advertising Standards Authority (ASA) as the independent body regulating advertising across the UK.
The ASA’s advertising codes ensure that gambling ads do not target or exploit children, young people, or vulnerable individuals. Any breaches of these codes result in penalties, and Ofcom may step in if the violations involve broadcasting.
The government continues to endorse the current framework in which the Committee of Advertising Practice (CAP) and the Broadcast Committee of Advertising Practice (BCAP), both sister organisations of the ASA, set the advertising standards for the marketing industry through their respective codes.
Last week, the House of Commons provided MPs with a policy briefing titled “How Gambling Advertising is Regulated.”
This document outlined the advertising codes and technical standards that have been in place since the Gambling Act of 2005, which allowed licensed operators to advertise gambling across UK media.
The Gambling Review’s White Paper emphasised concerns about the growing exposure to gambling ads, particularly the disproportionate impact on vulnerable individuals and young audiences.
In April 2023, the White Paper proposed key reforms, including tighter controls on bonuses, free bets, and VIP schemes to prevent the exploitation of at-risk individuals. The proposals also aimed to enhance consent for direct marketing and strengthen protections for vulnerable groups.
In response, the Industry Code for Socially Responsible Advertising introduced new safeguards and technical standards. Now in its seventh edition, the Industry Code — coordinated by the Betting and Gaming Council in collaboration with the Industry Group for Responsible Gambling (IGRG) — applies stricter rules to digital marketing, ensuring gambling ads target those aged 25 and over.
The Code also led to the discontinuation of VIP schemes and promotions, along with tighter restrictions on the promotion of bonus incentives.
The December 2023 DCMS Committee report highlighted that, while there is no strong evidence linking gambling advertising to direct harm, advertising does encourage gambling participation, particularly among children and vulnerable groups. As a result, the government is committed to taking a more cautious approach to gambling advertising.
The Labour Party manifesto outlines plans to reduce gambling-related harm, focusing on reforming regulation, enhancing protections, and ensuring responsible gambling practices in partnership with the industry.
Peacock concluded by affirming the government’s commitment to using the best available evidence to inform decisions on reducing gambling-related harm and promised further updates to the House soon.
