UK Lawmakers Call for Dramatic Advertising Reforms to Protect Kids Online

A cross-party group of UK lawmakers has published a set of proposals that would dramatically curb gambling advertising in the country, completely banning ads for online slots and for all forms of gambling before 9.p.m.

The suggested measures, which are designed to reduce children’s exposure to gambling, would also introduce a blanket prohibition of gambling sponsorship in sports (with a carve-out for horse and dog racing) and end content marketing and influencer-led promotion, "where advertising is often indistinguishable from content.”

The proposals come from the All-Party Parliamentary Group for Gambling Reform and Peers for Gambling Reform (PGR), cross-party parliamentary and advocacy groups that seek to shape government policy on gambling.

Gambling ‘Normalized’

The two groups expressed concern about how gambling is deeply embedded in spaces frequented by young people, such as social media and live sports. They argue this helps to normalize gambling and increase the chances they will participate in the future.

Their report highlights that the industry spends £1.5 billion (US$2 billion) to £2 billion ($2.7 billion) annually on advertising and marketing, which they argue is an "intentional move to normalize gambling among children and young people.”

The Betting and Gaming Council (BGC), the lobbying body representing the regulated gambling industry in the UK, disputed these figures, citing independent analysis by WARC which suggests that around half – between £800 million and £900 million – is attributable to illegal, unregulated operators outside the licensed UK market.

The BGC also highlighted the impact the proposed measures would have on sports.

"Advertising and sponsorship are a critical part of the media and sport ecosystem,” it said on X. "£138 million is spent by gambling operators on sports sponsorship a year which is relied upon across levels of sport – from elite to grassroots.”

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