Sport: Gambling Advertising

Iain Duncan Smith Excerpts

Wednesday 13th March 2024 Westminster Hall

[Sir Iain Duncan Smith (Chingford and Woodford Green) (Con)]

As ever, Sir Christopher, it is a privilege to serve under your stewardship. May I apologise in advance to the Members here, including the Minister and the Opposition spokesman? I have been losing my voice for most of the last week. Lots of my colleagues think that is a good thing, but I give warning that if I stop suddenly, it is because I have given up on this, although not on getting rid of gambling advertising in sport, which is important. I also may not be here for the wind-ups, because—self-evidently—I have to go to a doctor’s appointment.

Alongside the hon. Member for Inverclyde (Ronnie Cowan)—my hon. Friend in this matter—I am a vice chair of the all-party group for gambling related harm. Although we strongly support the measures that the Minister has introduced—I credit him for having moved this issue along more than many others have done before him—the whole idea of voluntary agreements with the gambling industry have been proved time and again to be a waste of time. All that happens is that companies are driven by the requirement to constantly renew the users of their gambling area and, most importantly, as we know, the gambling industry targets those who lose, and lose big. That is where their money is made and where their profits are drawn from, and what they must constantly do is have their idea in front of those people, to suggest to them subliminally, but still very clearly, that if they just gamble a bit more, they will win something else. That is the nature of gambling. People say to me, “Yes, but you know, these are just adverts on shirts. Nobody remembers seeing them.” But the figures, some of which have been mentioned, are remarkable, and I will cite some of them.

Ipsos MORI and the University of Stirling found that 96% of people aged 11 to 24 had seen and could remember gambling marketing messages and that they were “more likely” as a result—their words, not mine—to bet as a result of their seeing advertising on shirts and hoardings, or wherever they happened to be. More than three quarters of young people, or 78%, and 86% of adults think that betting has become an absolutely normal part of watching sport—I will say that again: watching sport. Back in the 18th century, people bet everything on all sorts of sporting events, and it had to be brought under control because of the abuses that took place. Today, we see things that are redolent of a very unlicensed, but at the same time, desperately dangerous activity that is pushing people to spend their money and become addicted to a process that ultimately damages them and their families.

Gambling marketing in football cannot be avoided by fans of any age. I say that as a season ticket holder at Tottenham Hotspur, who do not use gambling, but I watch other teams and the marketing is all over their shirts. I know the idea is to move it away from the front of the shirt to the side or whatever, but most of the evidence shows categorically that it makes no difference, because the marketing will be on the shirts that people buy. The company that the club has a sponsor becomes part of the nature of the club. That is important.

One study found that at football matches there was a reference to gambling on average every 21 seconds. Half of the premier league’s 20 clubs and 17 of the 24 championship clubs have gambling companies on their shirts and, of course, the football league is sponsored by Sky, which has its own betting company. They all use celebrities to front up a lot of the adverts and present this as something normal and exciting. They target, for the most part, young men, but now more and more young women, who are portrayed as beating the odds. The reality is far from that. I am not against people betting if they want to bet and gamble—they can do that. The question is whether we want to see this promoted in such a way that it becomes normal. That is the critical issue that we are discussing.

Another concern at a recent session of the all-party group for gambling related harm was the failure of current ASA codes to deliver on the reduction of harm. In the opening weekend of the EPL, it was observed that 92% of content—marketing ads—sent by major gambling brands were not clearly identifiable as advertising, as has been said, and thus breached the codes, which is obvious for us to see. We know—the Minister knows—that this happens all the time, so we need to tread very carefully when we think that we can rely on agreements with the gambling industry. It is not its nature, for the most part, to abide by those agreements. It is its nature to seek to multiply the number of people that will gamble, so it will push the envelope on any agreement that is made.

The current codes are ill-equipped to deal with the online-specific forms of marketing. The ASA should consider the creation of new codes as opposed to revisions of pre-existing codes. That would perhaps ensure that social media and online marketing can be effectively regulated.

I am not one of those who wants to regulate everything, stop everything and take the pleasure out of what people choose. My view, however, is that, as with common law, when it is clear that harm is being done, we have an obligation to see whether we can restrict that harm so that people’s lives are not damaged—not before, not anticipating the event, but actually dealing with the harm that exists at present. The push of gambling advertising is huge. Nobody who watches television or a sporting event can escape the idea that this is in front of them, even subliminally, although they may not remember it. Unless advertising reform is enacted at the source of harm, the reforms will be confined to playing catch-up to the constantly evolving landscape of sponsorship, marketing and advertising, and consequently failing to reduce gambling harms.

That is why I support the motion and why this matter is cross-party. We have an obligation to deal with some of the tougher issues that come our way. Notwithstanding the amount of tax these companies pay to the Treasury, the harm to human beings is the real currency of our lives, and we need to bring that to an end.