In recent months, there has been an increasing call for stricter regulation of gambling advertising in the UK. Various stakeholders, from political figures to campaign groups and football personalities, are pushing the Labour government to take a firm stance on this growing issue.
With gambling companies spending billions on marketing, particularly in sports, concerns over the exposure to vulnerable groups, including children, have intensified.
The Push for Stricter Gambling Ads
One key reason for the push toward stricter gambling ad restrictions is the growing recognition of gambling as a public health issue.
Campaigners argue that the proliferation of gambling ads—particularly during sports events—normalizes gambling for children and other vulnerable individuals. According to a study by timeshighereducation.com, 41.000 children in the UK follow gambling accounts on social media channels.
Since the deregulation of gambling ads in 2005 under Tony Blair’s government, which coincided with the rise of smartphones, advertising has exploded. In 2017 alone, bookmakers and online casinos spent over £1.5 billion on advertising. With this massive growth in ads, campaigners worry that vulnerable individuals are being targeted and enticed into gambling at an alarming rate.
At a recent summit in Westminster, figures from across the political spectrum, including former Conservative leader Iain Duncan Smith, urged Culture Secretary Lisa Nandy to take action. Smith, who co-chairs a cross-party group on gambling harms, highlighted the overwhelming public support for stronger restrictions on gambling advertising, citing surveys that back a near-total ban. While Smith stopped short of advocating a complete ban, he stressed the need to outlaw certain practices, such as offering “free” bets and other inducements.
The gambling industry’s vast influence over sports, particularly football, is another major concern. Studies show that gambling logos appear thousands of times during Premier League matches, even with some restrictions already in place. Critics argue that while gambling companies claim they are promoting responsible gambling, their pervasive presence makes it nearly impossible to escape their influence, especially for young sports fans.
Premier League Clubs and Gambling Sponsorship
Football clubs have become a central battleground in the debate over gambling advertising. In April 2023, Premier League clubs agreed to voluntarily phase out front-of-shirt betting sponsorships by the 2026-27 season.
However, despite this agreement, clubs continue to sign lucrative deals with gambling companies. For instance, Bournemouth recently became the 11th Premier League club to feature a gambling sponsor on the front of their shirt, with their deal announced just this season. This move has drawn criticism from campaigns like The Big Step, which advocates for the removal of all gambling advertising in football.
The fact that more than half of Premier League clubs have gambling sponsors highlights the deep financial reliance on these partnerships. Clubs argue that the deals are too financially valuable to turn down, as betting companies typically offer far higher sums than non-gambling brands. Bournemouth’s recent sponsorship with the Asian gambling company bj88, for example, was reported to be nearly double the value of their previous deal with Dafabet.
Other clubs, including Crystal Palace and Wolves, have also struck record deals with Asian betting companies, despite the looming ban. Critics have pointed out that while the ban will stop front-of-shirt sponsorships, it will not cover gambling ads on sleeves, pitchside hoardings, or lower-league clubs, making the impact of the restrictions minimal at best.
This stands in stark contrast to countries like Spain, Italy, and Belgium, which have already banned gambling sponsorship in sports. Campaigners argue that the UK should follow suit to protect young fans from being exposed to harmful and addictive products.
Impact on the Best UK Online Casinos
Stricter gambling ad regulations could significantly impact the online casino sector, which has benefited immensely from the current advertising freedoms. Should Labour enforce stricter advertising bans, this may result in reduced visibility for online gambling platforms, limiting their ability to attract new customers, particularly through sports sponsorships. Prominent UK online casinos, like those featured at Casimonka.com, are already facing tighter regulations, such as affordability checks and slot stake limits, and might experience further challenges as they lose access to lucrative sports markets.
Moreover, restrictions on gambling ads could force the best UK online casinos to rethink their marketing strategies. This could lead to a greater emphasis on responsible gambling initiatives and safer gambling practices. However, the financial impact of losing advertising avenues, especially in high-visibility areas like football sponsorships, would likely be significant.
