Gambling Advertising

Beccy Cooper Excerpts

Thursday 23rd April 2026 Westminster Hall

[Charlie Dewhirst]

Over the decades, Formula 1 has always been a great British success story. The banning of tobacco ads in such a global sport was not necessarily such a problem, because its reach and ability to bring in advertising revenue from other industries was more than it was for, say, snooker or darts. The ban almost destroyed snooker, which had become heavily reliant on tobacco sponsorship. It took a number of years for it to increase those revenues again.

I will come on to the unregulated gambling market, because that is playing a part in some of these sports and it is really important that we cover that. We need to recognise that there is a particularly close link—a symbiotic relationship—between gambling and, for example, horseracing, particularly for the regulated sector and those British companies that we all know and see on our high street, so we must be careful.

[Dr Beccy Cooper (Worthing West) (Lab)]

I am listening to the hon. Member’s arguments with great interest. I want to be clear about the argument he is making. We all greatly value British sports, but if it is synonymous with issues that are causing harm to our children and our population, should we not move those sports forward without allowing that harm to occur?

[Charlie Dewhirst]

That is an excellent point; I will come on to some of the work that has already been done in that area. It is important that we do not just ban something and hope that will be a silver bullet—we do not know that it will. I worked in gambling 20-odd years ago for a company that pioneered new technology in the industry. As part of that we had to do a customer services role to give us experience talking to customers, to help us understand some of the challenges. It was around the birth of that time when companies started to be more responsible towards their customers.

A lot more progress has been made, and I agree that no gambling firm—regulated or unregulated—should be targeting children in their advertising, but we have to be careful not to just ban advertising without recognising that that could have severe impacts on certain sports. I know that the hon. Member for Halesowen does not want to take it away from horseracing and greyhound racing, but I would suggest that other, smaller sports also rely heavily on it and have a close relationship with the industry.

It is not bad to have that relationship; gambling is not an illegal activity. It is something that most people enjoy, and most people will not become problem gamblers. When we deal with problem gamblers, we need to look at how we can best protect and help those individuals.

[Dr Cooper]

I absolutely hear what the hon. Member is saying and I reiterate that great British sport is incredibly important. In terms of current regulation, does he agree that we are not regulating nearly enough and that we are therefore putting people who watch these sports and see ubiquitous gambling advertising in harm’s way?

[Charlie Dewhirst]

I think the industry is making good progress on this. It has certainly made a massive difference in recent decades, from where we have come to where we are now. As I said, and as I will go on to discuss further, there is a difference between the regulated market and the unregulated market. There are those companies that fall within the laws of this country and that are working hard to address some of these problems, and there are those that are not based in this country, over which we have no control. That is a serious problem.

[Charlie Dewhirst]

I could not agree with the hon. Member more. As a big football fan, this has been shocking for me. Growing up back in the ’90s, when Leeds United FC was last successful, what I would see on the front of a football shirt was a well-known brand, possibly British and possibly not. Looking at football shirts now, I often have no idea what the company is until I find out that it is, of course, an unregulated, foreign gambling site that is paying big money to the industry—I will share some figures on that in a minute. The Premier League has taken the right approach in banning those advertising deals from next season.

As I say, there is much we can do to work with the gambling sector in this country, but we also need to make sure that unregulated and illegal gambling firms do not have the ability to advertise to and target residents of this nation, because they are not regulated as they would be under UK law. We must also recognise the importance of preventing aggressive advertising towards vulnerable people and particularly children, as the hon. Member said in his opening remarks.

The balanced and evidence-led reforms made by the previous Government helped to strengthen protections, but there may be more to do. We can supplement the already-robust rules to ensure that we do more, but it is important that we do our very best to prevent children from being exposed in the way they might be at the moment. The hon. Member made an excellent point about the ways in which companies can dodge regulations, particularly those relating to football, where there has been a problem. The Premier League at least has recognised that and taken voluntary action to end it.

[Dr Beccy Cooper]

How successful does the hon. Gentleman think voluntary agreements have been? Given that the evidence suggests that we are one of the most unregulated countries in the world for gambling, does he not agree that more should be done through regulations that are not voluntary?

[Charlie Dewhirst]

I am not sure that we are necessarily the most unregulated country in the world when it comes to gambling. There are examples of other countries where gambling is completely banned, but they have an enormous black market, which obviously is totally unregulated and totally illegal, so no one is protected from anything. We need to be very wary of that happening here.

[Dr Cooper]

Just to clarify, I meant to say that we are one of the most unregulated countries for gambling advertising.

[Charlie Dewhirst]

The hon. Member makes a good point, but let us be quite clear that it is not some wild west out there. Gambling firms operate within quite a strict framework and take seriously their responsibilities to protect people as best they can.

[Dr Cooper]

Will the hon. Gentleman give way?

[Charlie Dewhirst]

I would like to make a little bit of progress rather than just go back and forth with a Q&A.

We must recognise that betting and gaming is an entirely legitimate commercial practice for responsible gambling firms, as is advertising and sponsorship, but there are already alarming signs that businesses are facing difficulties in this area. The gambling sector is forecast to increase advertising by only 5% this year, which is a slowdown on last year’s 9% increase. Betting and gaming is declining as a share of advertising expenditure, as other sectors are expanding their advertising more rapidly.

Even more worrying is the growth of harmful and illegal gambling operators, the activities of which are unregulated both in the market in general and in gambling advertising in particular. Just a few years ago, licensed operators accounted for more than 80% of gambling advertising, but new analysis published this week by the global marketing intelligence firm WARC has shown that illegal operators now account for almost half of all gambling advertising. 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.

--- Later in debate ---

[Dr Beccy Cooper]

Will the hon. Member give way?

[Carolyn Harris (in the Chair)]

Order. Dr Beccy Cooper, you will be making a speech. There will be an appropriate time for you to make your points.

--- Later in debate ---

[Dr Beccy Cooper (Worthing West) (Lab)]

It is a pleasure to serve under your chairship, Mrs Harris.

It has been an interesting debate so far, and I thank the hon. Member for Bridlington and The Wolds (Charlie Dewhirst) for taking so many interventions. It was incredibly interesting to hear the discussion. I come at this issue from a particular point of view. I am a public health consultant and I have spent many years working with my colleagues to understand how big tobacco works—I put that on the record.

This debate is both timely and important. We have reached a point in this country where the advertising of gambling products is so ubiquitous that it is almost unheard of to see a sporting event without it, a gambling-free advert break on the telly, or children’s YouTube watching that is not punctuated by colourful, cheerful ads for thinly disguised gambling opportunities. Social media algorithms? Well, they are fodder for gambling promo.

I would like everybody to try a thought experiment. I do not know whether this has been done before in Westminster Hall, but stick with me. Replay what I have just said about advertising everywhere in life—sports events, telly ads, children’s YouTube, social media feeds—but replace gambling with alcohol or smoking, and take a minute this evening to consider how it would feel if we were pushing booze and fags, particularly to children, at any and every opportunity with very little regulation. The fact is, of course, that that was pretty standard fare before public health took on big tobacco, with an increasing body of evidence that smoking is addictive and causes lung cancer. That is now a widely agreed fact, and even the most libertarian colleagues would be hard pressed to make the case that advertising smoking as a desirable life choice is in the best interests of anybody. Alcohol remains more nuanced for many reasons. From a health point of view, while it is undoubtedly an addictive product that has the capacity to cause serious health harms and early death, it is also possible to enjoy alcohol and perhaps even benefit from the antioxidants in red wine. We recognise that and have produced guidelines on consumption levels.

Gambling is an addictive product. That is an incontrovertible health fact, backed up by a large and growing body of evidence. However, as with alcohol, there is a spectrum of addiction across gambling products, which, again, is well evidenced. How do current advertising regulations reflect those facts? The short answer is not very well. The recent report by the APPG on gambling reform and Peers for Gambling Reform, as my hon. Friend the Member for Halesowen (Alex Ballinger) said, brings together academic research, clinical expertise and lived experience, and its conclusion is clear. The current system of regulating gambling advertising is not working.

Gambling advertising is now pervasive across television, sport, social media and online platforms, reaching audiences far beyond its intended adult market. Evidence from the Gambling Commission shows that 79% of children and young people recall seeing gambling advertising across multiple channels. Emerging forms of advertising, including content marketing and influencer promotion, blur the line between entertainment and promotion, making risks harder to identify, particularly for younger audiences.

I want to touch briefly on the conversation about legal and illegal markets. I absolutely hear the need to regulate illegal markets. It was a conversation that we had in the big tobacco world for years and years, and the answer is: it is not either/or; it is both. We have to regulate the legal industry and the illegal industry. Talking about one or the other will simply not solve the problem.

[Charlie Dewhirst]

If something is already illegal, we do not regulate it. Does the hon. Member agree?

[Dr Cooper]

The query is that if something is already illegal— [Interruption.]

[Carolyn Harris (in the Chair)]

Order. No talking across the Chamber.

[Dr Cooper]

Let me see if I can answer that, and the hon. Member can tell me if I have not. During our experience with big tobacco, there was a big illegal market—a black market. We brought in various rules and regulations, and we got our environmental health officers and Customs on it. We were absolutely able to look at the black market in tobacco alongside regulating the legal industry. It is perfectly possible to do. In the world of online advertising—the hon. Member referred to the wild west—we have to be very intelligent in how we look at regulation, but it is possible. It needs better brains than mine to figure out how to do it digitally, but it absolutely is possible.

Moving on, evidence shows that one quarter of people who gamble have done so in direct response to advertising. That figure rises to almost four fifths among those at highest risk.

[Esther McVey]

I feel it only fair to raise the same points with the hon. Lady as I did earlier. She has been written to twice by the Gambling Commission for misusing its statistics and has been written to by the Office for Statistics Regulation about the misuse of statistics. As we listen to her numbers now, I wonder, are they right?

[Dr Cooper]

I am a public health consultant, and I am still licensed to practise as a public health consultant. I am trained in epidemiology statistics, and I have passed professional exams on both. We have had email correspondence from the people the right hon. Lady mentions, and we have replied to that evidence, stating why the statistics that we are using are absolutely the best evidence that we have. I am happy to share the correspondence, if that is helpful.

Gambling advertising is not passive, but a core driver of market growth. As we heard, the industry spends up to £1.5 billion to £2 billion annually on advertising, marketing and sponsorship. The cumulative effect is a system that embeds gambling into everyday life, increasing the likelihood and severity of harm. Like tobacco, gambling is not just an issue of individual choice, but a product designed and marketed to drive addiction.

What should we do? First, gambling advertising should be understood as a public health issue, not simply a matter of consumer choice or industry regulation. In fact, the World Health Organisation has called for restrictions on gambling advertising, marketing and sponsorship as part of a public health response.

I am grateful that the Minister is taking the time to consider the issues on behalf of the Department for Culture, Media and Sport this afternoon, but I am of the opinion that gambling sits squarely in the world of health, alongside other addictive products, and the responsibility for it should be transferred to the Department of Health and Social Care. Addressing gambling as a public health issue requires moving beyond incremental, industry-led measures towards clear, enforceable statutory regulation. Our approach continues to rely heavily on lacklustre and ineffective self-regulation. Despite existing restrictions, children continue to be widely exposed to gambling advertising across television, sport and social media.

Parliament has previously taken a precautionary approach in areas such as tobacco, alcohol and junk food marketing, where there is credible evidence of harm. Gambling advertising meets the same threshold, given its demonstrated links to increased participation and harm. As we have heard, other countries, including Italy, Spain, Belgium, the Netherlands and Australia, have already introduced stronger restrictions based on similar evidence, The UK’s continued reliance on limited and voluntary measures has left it an outlier, rather than a leader in protecting public health.

The Government already have powers under existing legislation, including the Gambling Act 2005, to take further action. The issue is no longer whether change is possible, but whether there is the political will to act decisively. Public concern is already there, with about two thirds of the public worried about the volume of gambling advertising and its impact on children. There is now a strong case for more fundamental reform, including a new Gambling Act that reflects the realities of today’s digital and highly commercialised gambling environment. Ultimately, this is a question of priorities: to protect public health, in particular for children and young people; or to allow the continued expansion of a system that contributes to harm.

In summary, a famous gambling industry tagline is, “When the fun stops, stop.” I think that it is past time for us to acknowledge that gambling addiction is fun for no one, and exposure of our children to harmful, pernicious advertising from big gambling companies has to stop. I say to the Minister, there is no fun here; it is time to stop.