(AsiaGameHub) –   Members of the UK Parliament convened in Westminster on Thursday to discuss the extent and consequences of gambling advertising. The session concluded with a cross-party agreement on the necessity for more robust measures to safeguard children and address the growing unregulated gambling market.

The debate was initiated by a report released earlier this week from the All-Party Parliamentary Group (APPG) on Gambling Reform, in partnership with Peers for Gambling Reform.

The report identified current protections as insufficient and proposed a series of actions, including a ban on gambling advertisements before 9 pm, an end to most sports sponsorship agreements, and stricter regulations for influencer and content marketing.

Tobacco and alcohol comparison resurfaces

Labour MPs Alex Ballinger (Halesowen) and Dr Beccy Cooper (Worthing West), who initiated the debate, highlighted the substantial volume of industry advertising.

Ballinger reiterated a previously reported figure stating that gambling companies allocate approximately £2 billion annually to marketing efforts aimed at “driving engagement, normalizing gambling, and expanding the market, including by cultivating future generations of gamblers.”

Citing data from the Gambling Commission, he noted that 79% of children have been exposed to gambling advertisements, with 64% encountering them on television and 74% online.

Framing gambling advertising as a public health concern, Labour members contended that exposure contributes to increased participation and impedes the recovery of individuals with gambling addictions.

Dr Cooper, a public health specialist, drew parallels between current gambling promotion and past tobacco advertising practices.

“Parliament has previously adopted a precautionary stance in areas such as tobacco, alcohol, and junk food marketing, where there is credible evidence of harm. Gambling advertising meets the same standard, given its demonstrated links to increased participation and harm.”

She urged the government to consider transferring responsibility for gambling policy to health departments, stating: “Gambling is an addictive product. That is an incontrovertible health fact.”

Gambling revenue valuable for sport and broadcasting

However, Conservative MPs and other participants cautioned against overly stringent restrictions on gambling advertisements, warning of potential unintended consequences.

Charlie Dewhirst (Bridlington and The Wolds) and others emphasized the economic significance of gambling revenue for sports and broadcasting, expressing concern that severe curbs could drive consumers towards unlicensed overseas operators and expand a growing black market.

Dewhirst referenced research by global marketing intelligence firm WARC, which indicated a sharp increase in advertising by illegal operators, who, according to the report, account for nearly half of all gambling advertising.

He warned that such unregulated entities could soon dominate UK gambling advertising expenditure: “Within two years – by 2028 – it is expected that they will account for the majority of advertising spend in the UK, overtaking regulated British-based operators.”

Sport under scrutiny

The debate also focused on the visibility of gambling brands in sports. Ballinger highlighted research indicating thousands of gambling-related messages during a single Premier League weekend, describing the saturation as pervasive.

Dewhirst cautioned that an abrupt cessation of regulated sponsorship could jeopardize funding for smaller sports and grassroots clubs.

The Premier League has announced a voluntary ban on front-of-shirt gambling sponsors, effective from the 2026–27 season. Teams could face an estimated revenue shortfall of up to £80 million following this ban.

Nevertheless, opposition MPs from Labour and the Liberal Democrats pushed for legally binding controls on advertising and sponsorship, citing the persistent exposure of children to gambling adverts.

Dr Cooper referenced APPG figures indicating that approximately 25% of individuals who gamble do so directly in response to advertising, with young and at-risk individuals being the most vulnerable.

House agrees to further considerations on gambling advertising

While acknowledging the concerns, ministers underscored the importance of proportionate, evidence-based interventions. They pointed out the risks of pushing consumers towards illegal operators.

Greenwood confirmed that the government is currently reviewing the APPG’s recommendations and highlighted initiatives aimed at combating illegal gambling, such as a cross-government taskforce and a £26 million funding increase for the Gambling Commission’s enforcement efforts over the next three years.

A consultation on banning sports sponsorship by unlicensed operators was also announced in February.

Several MPs emphasized regulatory deficiencies in Northern Ireland, where they stated that current laws predate internet gambling, leaving online operators effectively unregulated. DUP’s Jim Shannon highlighted elevated problem gambling rates in the region and called for urgent legislative harmonization.

The debate noted that countries such as Italy, Spain, Belgium, the Netherlands, and Australia have implemented stricter limits on gambling advertising and sponsorship.

Labour MPs cited these countries as benchmarks where the UK lags behind, while some Conservatives cautioned that restrictions abroad had contributed to black market activity.

The House passed a “non-binding motion” acknowledging the issue and the parliamentary consideration of gambling advertising.

Ministers pledged to consider the APPG report and continue engaging with regulators, the industry, and platforms. Enforcement actions against illegal operators and dedicated research funding through the Statutory Levy remain priorities.