Britain Lags Behind Europe in Regulating Gambling Advertising: A Call for Action

Britain Lags Behind Europe in Regulating Gambling Advertising: A Call for Action

A new study by the University of Bristol and Ipsos, commissioned by GambleAware, shows huge discrepancies between UK gambling law and regulation compared to Europe's when it comes to the gambling industry's advertisement policies. Some European countries like Spain, Belgium, and the Netherlands have resorted to the introduction of comprehensive restrictions aimed at alleviating gambling-related harms; however, despite extensive evidence of the harm caused by gambling marketing, the UK remains lenient.

The study underlines that more research on the harms of gambling marketing has been published by Great Britain than probably all of the rest of Europe put together. By contrast, it is among the least regulated markets as well, with gambling ads through TV, radio, and online with almost no limits. According to the GambleAware report 2024, there is strengthening evidence of the links concerning gambling advertisements and increased harm, primarily among children and vulnerable groups. This includes the normalization of gambling and heightened risks of addiction.

Results show that 67% of the citizens in Great Britain claim there is too much exposure to gambling ads, while even more people (74%) would restrict this business on social media and 72% on TV. Despite this, the UK's gambling operators spend a whopping £1.5 billion annually on ads, blowing their messages everywhere across public areas, sports broadcasts, and digital platforms.

How Europe is leading the way

On the other hand, European countries are taking serious actions to cut down on gambling advertising. For instance:

• Italy has introduced a blanket ban on all gambling adverts.
• Belgium bans celebrity endorsements and also bans adverts from stadiums.
• Spain permits gambling ads only late at night.
• Recently, the Netherlands banned online gambling ads targeting vulnerable groups.

These measures would help protect public health from unnecessary exposure and harm. According to Dr. Raffaello Rossi, the lead researcher of the report, the difference between Britain and Europe is explained not by a lack of evidence but a lack of political will.

Recommendations by GambleAware

In the wake of findings, GambleAware urges the urgent reform of British gambling advertising regulations:

• Bans of TV and broadcast advertising prior to the watershed.
• Restrictions on advertisements of online gambling, especially on platforms occupied by a younger audience.
• Prohibit gambling sponsorships in sports where exposure is abnormally high.
• Compulsory health warnings for all gambling-related marketing regarding possible harm.

It also supports a statutory levy on gambling companies to make sure they pay their fair share of the research, prevention, and treatment of gambling-related harm. While this is expected, the charity stresses that the urgent need for stricter gambling regulation is necessary to protect consumers.

Public health implications and the way forward

Prof. Siân Griffiths, Chair of GambleAware Trustees, says it is high time this country started taking gambling-related harms seriously now that gambling has been recognized as a public health issue. Advertisements have made gambling become a normalized activity, which equates gambling to "harmless fun," as if young people would take no part in this sport, thereby concealing the addictive dangers of this habit. A story of such immense harm taken by Craig Tampin owing to gambling tells how an addiction ripples through families and societies.

The current approach from the UK government under the 2005 Gambling Act has been criticized as outdated and inadequate to deal with modern challenges. Lord Foster of Bath, Chair of Peers for Gambling Reform, says it's time to move toward a public health approach in responsible gambling, as the rest of Europe is doing proactively.

BetMGM and MGM Rewards: A Perfect Match to Revolutionize Casino Players' Loyalty

GamCare’s Bold Move: Why It’s Stepping Back from Safer Gambling Services