Gambling advertising bans – what use?

Gambling advertising has been a topic of widespread industry debate in recent years due to concerns about its impact on both vulnerable and young people. Many countries have implemented legislation and regulations to address this issue and, in turn, reduce the potential harm believed to be caused by gambling advertising.

In the UK, the Advertising Standards Authority (ASA) has introduced strict guidelines regarding gambling advertising, including the requirement that no one under 25 appear in ads and that advertisements must not potentially appeal to those under 25. 

Rules, regulations and restrictions around gambling advertising are evolving at pace. Do they work? Who do they protect? And how does the government square needing gambling revenues with its position on protecting people from gambling harms? In this article Alex Milner explores a myriad of often complex issues:

• Football shirt gambling advertising to finish
• Links between gambling advertising and problem gambling
• What impact advertising bans or restrictions?
• The government and gambling
• Strict rules vs relaxed regulations
• Impact of advertising on problem gamblers
• Limit gambling advertising?

Will the removal of football shirt gambling advertising influence fans?

In July 2024, The Premier League, English Football League, the FA and Women’s Super League adopted a new code covering gambling sponsorships in English football. This was outlined in the government’s gambling White Paper. 

The decision to remove gambling advertising from Premier League football club shirts from the start of the 2026-27 season is a bold, significant move that will instantly remove these brands from one of their most valuable and impactful ‘real estate’ channels. 

Protection, social responsibility, integrity

This new code, which focuses on protection, social responsibility and integrity, was  implemented at the start of the 2024-25 season. In addition, the football bodies said in a joint statement, “The aim is to ensure that sponsorships are delivered in a socially responsible way. They are designed to limit the reach to children and those at risk of gambling-related harm.”

These steps from the footballing regulators demonstrate their ability to limit the reach of advertising to children and will create a new precedent for fans and clubs across the country. 

Links between advertising and problem gambling

Research indicates that exposure to gambling advertisements, particularly those that glamorise betting or offer misleading incentives, can influence vulnerable individuals to engage in problematic gambling behaviours. 

Studies have suggested a correlation between the volume of advertising for gambling products and an increase in problem gambling. The frequency and pervasiveness of gambling advertisements, especially within online and mobile platforms, have been identified as potential contributing factors to the normalisation of excessive gambling and subsequent harmful effects.

This includes the ASA in the UK, building on its guidance from 2021 looking to ensure that 25% of the audience aren't young people when gambling ads are shown or displayed. It also includes examining young people's behaviours and the number of followers the advertising company has on social media to determine if it has an appeal or influence on the behaviours of young people.

As the influence of advertising on problem gambling continues to be a concern, regulatory and public health measures are being explored to mitigate the potential negative impact of marketing strategies employed by the gambling industry on the young and vulnerable.

What impact advertising bans or restrictions?  

Banning or restricting gambling advertising can have several impacts:

• Visibility reduction for vulnerable people: The restriction of gambling advertising will reduce the visibility and accessibility of gambling-related content to young people or those with gambling addictions. Theoretically this could then turn into a decrease in overall gambling and problem gambling.
• Gambling company revenue: Banning or restricting gambling advertising could impact revenues of both gambling companies and the advertising industry. This could also lead to a shift in advertising strategies, with companies focusing on other marketing channels. It could also impact jobs.
• Public health: As a society, restricting gambling advertising can contribute to public health improvements as it helps reduce the impact of problem gambling. It may also help shape the attitudes towards gambling, with potential long-term effects on social behaviour.

Mixed messages?

It may seem that the overall messaging in society or from the government and their agencies is mixed. Concerns about gambling advertising are focused on limiting the impact on vulnerable people and preventing further harm.

While these messages seem mixed, governments should aim to strike a balance between allowing responsible gambling for those who want to participate and minimising the risks for the vulnerable. After all, it must be remembered that the government needs the money licensed gambling generates.

Government involvement in gambling – a contradiction

As shown in the previous section, authorities and governments clearly send mixed messages. In addition, the government's involvement in gambling is contradictory.

On one hand, the government relies on gambling revenues through taxes and other schemes as a source of income; however, it is also trying to demonstrate its responsibility to protect the public from gambling harms.

Problem gambling is widely acknowledged as a harmful issue, and the government's stance must be carefully balanced. A report in 2021 from Public Health England shows that “harms associated with gambling estimated to cost society at least £1.27 billion a year”.  

Within this overall total, it is also harming young people, as more young people are experimenting with gambling as indicated in the Scottish Gambling Education Hub, which shows in Great Britain, “48% of 11-16 year olds have participated in gambling at some point in their lives”.

Big government 'earner'

However, on the other hand, to show this contradiction, as demonstrated by the Office for Budget Responsibility, the UK Government will raise around £3.6 billion from taxes and duties within gambling.

This situation can be compared to regulating alcohol and tobacco, where the government aims to control the sale and consumption of these products while also benefiting from their tax revenues.

Benefits of strict advertising rules vs relaxed regulations

The benefits of strict gambling advertising include the potential to reduce the promotion of gambling activities to vulnerable people such as the young and anyone with problem gambling or addictions. By adding stricter regulatory measures on gambling advertising, there could be a greater likelihood of minimising the normalisation of gambling and thus reducing the potential for harm to people most at risk.

However, if gambling regulations were completely relaxed, there could be several harms that could potentially materialise – for example, an increase in the overall prevalence of gambling-related problems. 

In addition, relaxed regulations could lead to increased problem gambling behaviours among both existing gamblers and new gamblers. For those with a gambling addiction or problem a turn to crime to support their addiction is possible, with various subsequent negative consequences.

Impact of advertising on problem gamblers

From a personal perspective I can see how gambling advertising could get more people to gamble, to get newer gamblers ‘on board’ – but it is difficult to understand how it drives people to gamble more, causing problem gambling. Studies do, however, suggest otherwise. 

While advertising could potentially entice individuals to gamble for the first time, especially if they’re younger or seeing people win real money, it is unclear whether it influences existing gamblers to gamble more due to deals and promotions.

However, studies have shown that exposure to gambling advertisements can lead to increased gambling consumption and can normalise gambling behaviour, especially for vulnerable people. Enticing offers and the glamorous portrayal of gambling in advertisements may trigger impulsive behaviour in some individuals, leading them to gamble more frequently or with higher stakes.

Limit gambling advertising?

It is evident that regulating gambling advertising is a complex issue that requires a delicate balance between protecting young people, protecting the vulnerable and respecting the freedom of choice for responsible adults by not restricting them too much. 

Whilst most people do not want to be patronised, it is crucial to acknowledge that there is a small but significant number of people at risk of gambling-related problems.

Therefore, it is essential to implement limits on gambling advertising that prioritises protection while allowing the more responsible to make informed choices. Data should be used to understand who is most at risk and only limit those people.

This could also involve limits on gambling advertising that prioritises the protection of vulnerable groups whilst allowing responsible adults to make informed decisions. This could include guidelines that restrict visibility to certain groups or demographics. 

As shown in this article, regulatory bodies have already started doing this. Still, there is more work to ensure that those who want to play and those who need help are served individually, as well as being able to add regulations on content and frequency of advertising where required

Play safe

Remember, if you’re someone who enjoys gambling, we at No Wagering always recommend you gamble safely and responsibly. Gambling can be fun, but moderation is critical and vital to keep a check on the time and mone

One widely acknowledged ‘self-check’ tool is to set three limits: 1) How long you’re going to play for, 2) How much you want to win, 3) How much you’re prepared to spend. When you reach the FIRST one of those 3 it’s time to stop.