Gambling Advertising

Jim Shannon Excerpts

Thursday 23rd April 2026 Westminster Hall

[Alex Ballinger]

I will not accept that. Having met lots of people with lived experience of gambling and having seen the evidence in our report, I know there is a clear link between gambling advertising and halting the recovery of people with gambling addictions.

An argument often used by the industry is that more evidence is needed, but I will come later in my speech to why that is not a problem—it was not a barrier, for example, when we introduced restrictions on tobacco advertising several years ago.

For children and young people, the situation is even more concerning, because gambling advertising normalises gambling long before they are legally able to gamble. Our report highlights data from the Gambling Commission’s “Young People and Gambling” report, which found that 79% of children had seen gambling adverts or—64% of them on television, and 74% online. That is four out of five children in the country exposed to gambling advertising, which is more than the proportion of children who read for pleasure.

[Jim Shannon (Strangford) (DUP)]

I have already apologised to you, Mrs Harris, to the hon. Member for Halesowen (Alex Ballinger) and to the Minister for the fact that, because of the strikes, I need to take a taxi to catch my plane, so I cannot, unfortunately, be here for the whole debate. However, I spoke to the hon. Member for Halesowen before the debate about Northern Ireland’s gambling laws, and although I think he is already aware of this, I would like to put on record that those laws predate the internet, meaning that remote or online gambling is completely unregulated in Northern Ireland. Gambling operators can advertise in Northern Ireland if they hold a licence from the Gambling Commission. However, it is notable that the Gambling Commission does not have jurisdiction in Northern Ireland, meaning that the Advertising Standards Authority cannot refer operators that commit multiple breaches of its codes there to the Gambling Commission. Does the hon. Member agree that that lack of regulation must be rectified urgently? I suppose that that is also a question for the Minister to respond to at the end.

[Alex Ballinger]

The hon. Member is completely right: gambling regulation is devolved in Northern Ireland, and the problem there is similar to the one we have in the rest of the country; in fact, the scale of gambling harm is even higher than it is in Great Britain. Members of the APPG have been talking to colleagues in Stormont in a similar all-party group, and they face similar challenges in calling for greater regulation. I completely agree with the hon. Member’s comments, and I am glad he has put them on the record.

Gambling advertising is all over spaces that children spend time in, and unfortunately our regulations have completely failed to keep pace. We rely far too much on self-regulation and voluntary codes that deliver only partial measures, even as evidence mounts that children continue to be widely exposed. The evidence presented in our report is unequivocal: these measures have not worked.

The so-called whistle-to-whistle ban is a case in point. It was introduced with the intention of protecting children from exposure during live sports, yet research shows that thousands of gambling messages still appear during matches through pitch-side advertising, sponsorship and branding that falls entirely outside the scope of the ban. It is similar online, where regulators have struggled to respond to the rise of content marketing and influencer promotion. Those forms of advertising are often not recognised as advertising at all by younger audiences, who are less equipped to identify and critically assess what is being advertised to them.

The UK is also falling behind other jurisdictions. Countries such as Italy, Spain, Australia, the Netherlands and Belgium have recognised the risks to young people and have introduced meaningful restrictions on gambling advertising, sponsorship and promotions. By contrast, the UK is delaying action, with a demand for ever more evidence. However, as our report makes clear, that sets an impossible standard. We do not apply that standard to other areas of public health, especially where children are concerned. We did not wait until the evidence became overwhelming before restricting tobacco or junk food advertising to children. Instead, we acted based on credible evidence of harm and a duty to protect the public, especially children and young people.

[Jim Shannon]

I spoke to the hon. Member about this beforehand, but problem gambling is a critical issue for us in Northern Ireland, where rate is 3%, compared with 2.7% here on the mainland. A recent survey found that 65% of adults in Northern Ireland felt there were “too many gambling advertisements”, 71% supported a watershed for gambling advertising and 42% said gambling advertising should be banned altogether. Does the hon. Member not agree that this House can and must work with the Northern Ireland Assembly back home to ensure that immediate protections are enshrined in law?

[Alex Ballinger]

The hon. Member raises the scale of public interest in this issue in Northern Ireland, and the number of people who are fed up and have had too much of gambling adverts, particularly those that are bombarding our children. I am glad he raises the situation in Northern Ireland, and we should be working together more to tackle this issue.