Gambling Advertising

Debate between Charlie Dewhirst and Beccy Cooper

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?

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[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.

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[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.]