GambleAware urges stricter ad regulations amid player protection concerns
New study commissioned by GambleAware claims Great Britain has the most lenient regulations to restrict betting ads compared to other European countries including Italy, Spain and Germany
A GambleAware study has urged Great Britain to better protect players suffering from gambling-related harm by adopting stricter gambling marketing regulations, similar to those recently adopted in several European markets.
The report, published on 8 November, was conducted by the University of Bristol and marketing research firm Ipsos, commissioned by GambleAware.
It aimed to explore the social and political levers that led to increased regulation of gambling marketing in countries with comparable policy and cultural background, and considers the implications of this for Great Britain.
The study reviewed policies in Italy, Spain, Germany, the Netherlands, Belgium and Australia. All these countries, apart from Australia, have recently restricted the marketing of gambling products.
Australia was included in the study because it has substantial similarities to Great Britain, including a large gambling industry, a similar timeline of deregulation and an extensive body of research on gambling behaviour and regulation.
The report found that despite extensive research from British universities, including specialist gambling units at academic organisations, with almost 500 papers published in the last decade, Great Britain has no primary legislation in place to regulate gambling marketing on TV, radio, online and in sport.
The research found that Great Britain has the most lenient regulations compared to the other six countries in the study, despite 2.5% of its population experiencing gambling-related harm, according to the Gambling Commission’s July 2024 data.
In Great Britain, sports sponsorships, TV, print and online ads, as well as the use of targeted ads and social media influencers, are allowed. Only TV and radio advertising is limited.
In contrast, Italy allows no such advertising, the Netherlands only permits online advertising and targeted ads, while Belgium allows the sponsorship of sports only.
In Spain, both online advertising and targeted ads are allowed but with limitations.
Germany permits sponsors, public posters and targeted ads with online advertising, TV and radio advertising and the use of social media influencers but with limitations.
Australia allows all forms of advertising with no limitations at all.
According to GambleAware’s study, the Great British public want to see more regulation around gambling advertising.
In June 2024, Ipsos published additional research which found 67% of those surveyed (4,207 individuals) believed there is too much advertising about gambling, with 74% calling for more regulations on social media, and 72% on TV ads.
The GambleAware study noted that the comparative countries have introduced new measures to lessen the impact gambling has on related harms whereas Great Britain has remained an “outlier” despite continued research into the topic.
The report concluded: “The path forward for Great Britain involves recognising that strict gambling marketing regulations are not radical but rather a logical response to the evidence of harm.
“It requires a move away from self-regulation towards a legislative framework that prioritises public health, supported by strategic alliances and a unified narrative that makes the case for change.”
GambleAware continues to push forward with its calls for a pre-watershed ban on broadcast adverts, restrictions on gambling content and marketing online, a blanket ban across sports, and mandatory health warnings across ads.
Zoë Osmond, GambleAware CEO, reiterated that the large number of gambling ads is a “key reason” why players need to seek support and treatment.
She added: “We look forward to the forthcoming implementation of the statutory levy by the new government, which will provide much-needed clarity for the future system to tackle gambling harms and provide vital funding for prevention initiatives.
“But we mustn’t forget that the bombardment of gambling marketing in this country is a key reason why people find themselves in a position where they need advice, support or treatment.
“The changes we are proposing are fair and sensible, but crucially will make a huge difference – gambling harms can affect anyone and must do everything we can to keep people safe from gambling harm.”
A spokesperson for the Betting and Gaming Council, said: “This report is a work of advocacy, not academia, based on misused on statistics, and we do not recognise its findings or its conclusions.
“The government has committed to a review of informational messaging, and we will work with the relevant government departments and the Gambling Commission to ensure any new informational messaging is effective, proportionate and balanced.”