Gambling Advertising

Debate between Lilian Greenwood and Esther McVey

Thursday 23rd April 2026 Westminster Hall

[The Lord Commissioner of His Majesty’s Treasury (Lilian Greenwood)]

It is a pleasure to serve under your chairship, Mrs Harris. I am pleased to respond to this debate, standing in for my right hon. Friend the Member for Edinburgh South (Ian Murray). I begin by congratulating my hon. Friends the Members for Halesowen (Alex Ballinger) and for Worthing West (Dr Cooper) on securing this debate and setting out their concerns so clearly and thoughtfully. We have had a genuine debate, with an exchange of different viewpoints on this important issue.

I recognise that gambling advertising is a key area of focus for the all-party parliamentary group on gambling reform and many other Members of this House, who have met the Gambling Minister to discuss the issue. The Government thank all Members for their ongoing work in this area, as their contributions are vital for informing the development of Government policy. I note that the APPG this week published a report setting out its case for change, and I know that the Gambling Minister will want to consider that work carefully. I also note the passionate call from my hon. Friend the Member for Worthing West for gambling to be considered from a public health perspective.

This Government are committed to supporting a gambling industry that is modern, responsible and sustainable. However, the industry must also demonstrate that it can operate without exacerbating harm among the most vulnerable. Getting that balance right is crucial. We are focused on further enhancing protections for those at risk of harm, but we also want to enable the sector to bring value through providing jobs, boosting the economy and providing a leisure activity for adults to enjoy.

That is why, since the election, we have been focused on supporting the licensed sector to further enhance protections for the young and vulnerable. This has included raising standards in a number of areas to ensure that gambling advertising is socially responsible and does not exacerbate harm. However, we also recognise that, as a legitimate industry that makes a significant contribution to the economy, the gambling industry should also be able to advertise the services that it offers. The hon. Member for Bridlington and The Wolds (Charlie Dewhirst) set out that case in his contribution.

Let me start by explaining the robust rules in place to regulate gambling advertising. All gambling operators in the UK must comply with advertising codes, which are enforced by the Advertising Standards Authority, independently of Government. These advertising codes apply across all platforms, including broadcast, online and social media. When the ASA deems that the codes have been breached, the Gambling Commission has the power to take enforcement action.

These mandatory advertising codes are further supplemented by the voluntary industry code for socially responsible advertising, which has been strengthened in recent years. This code includes a number of measures such as the whistle-to-whistle ban, which prohibits gambling advertising during the pre-watershed televised broadcast of live sports events. I note the concerns that my hon. Friend the Member for Halesowen has raised about its effectiveness, and I also note the statistics shared by the hon. Member for Old Bexley and Sidcup (Mr French).

In the past two years, the Gambling Commission has introduced a range of new controls to regulate gambling advertising. These new measures further raise standards to better protect vulnerable people from harmful gambling practices. From 1 May 2025, operators have been required to provide customers with options to opt-in to the specific types of marketing they wish to receive. This choice gives customers greater control in order to lessen the risk of harm.

From January this year, the Gambling Commission has also banned operators from bundling different gambling products—such as betting and slots—into single incentives. This is because mixed promotional offers were often confusing and led customers to engage in higher-risk gambling behaviours. This measure boosts fairness and openness to ensure advertising does not encourage excessive or harmful gambling.

I am aware that a number of Members have focused specifically on advertising standards within sports, and we know how important that issue is. Since the election, we have seen a number of developments in the regulation of gambling marketing and advertising within sports. These include gambling sponsorship codes of conduct within all major sports, and the landmark introduction of the Premier League’s ban on front-of-shirt sponsorship from the start of the 2026-27 season. These changes reduce the prominence of gambling advertising within mainstream football matches, acknowledging that the connection between sport and gambling must be managed with care. We will continue to monitor the effectiveness of these measures over time.

The Government are also conscious of the need to be vigilant and responsive to the fast-evolving digital landscape. I want to address directly the concerns raised about social media, which are likely front of mind for many Members, particularly given its potential impact on children and young people. I want to be clear that gambling advertising on social media must adhere to the same standards set for other mediums. This means that advertising rules apply in full to paid social media adverts, to operators’ own social media content, to content marketing and to affiliate marketing carried out on their behalf. However, they do not apply to editorial content, which is not deemed to be selling a product or service.

Advertising codes also require operators to ensure that targeting is used responsibly, using tools available on platforms to exclude under-18s and other vulnerable groups from exposure wherever possible. Where operators fall short of these standards, the ASA can take action or refer to the Gambling Commission for possible enforcement action. We continue to work across Government, with platforms and with industry to measure the effectiveness of these rules.

Last year, the ASA significantly strengthened its rules specifically to address the rise of influencer marketing. That includes a change to prohibit any influencers or personalities with social media followings totalling more than 100,000 under-18s across different platforms from advertising gambling. The further strengthening of these rules ensures that children’s exposure to gambling is limited, and that gambling is not marketed to them by aspirational figures as a risk-free pastime or lifestyle choice. This sets higher standards to prevent gambling-related harm.

Nevertheless, I recognise that many Members would like the ASA to go further in its regulation of the sector. I know that the Gambling Minister is meeting the ASA shortly, and I am sure she will raise some of the issues we have discussed today. I am also sure that she will be paying attention to this debate.

We are also very conscious of the need to address the illegal market, and specifically the advertising of illegal gambling in an ever-changing digital landscape, which a number of Members have mentioned. Advertising is one of the primary advantages that licensed operators have to distinguish themselves from operators in the unlicensed sector, particularly when the risks associated with the illegal market are growing. Hon. Members, including the hon. Member for Bridlington and The Wolds and the right hon. Member for Tatton (Esther McVey), made that argument this afternoon.

Although estimates suggest that, historically, the illegal market in the UK has been relatively small, the issue of illegal gambling is of course a concern for this Government. That is why, since the Budget, we have increased efforts to tackle the illegal market. As the websites and advertisements of unlicensed operators can fall outside the scope of the robust rules that we have in place for licensed operators, we are paying particular attention to the issue of illegal gambling advertising through the work of our illegal gambling taskforce.

[Esther McVey]

I ask this question through the Minister, as she obviously does not have the relevant figures because she is not the Gambling Minister. What has been the growth of illegal gambling in the UK in the last few years? As I understand it, there has been a considerable increase in the illegal market.

[Lilian Greenwood]

I thank the right hon. Member for her question, and I will ensure that she receives a written response.

By bringing together industry, platforms, regulators and Government, we will identify ways to clamp down on illegal advertising. We hope to ensure that exposure to illegal gambling advertising is reduced, particularly for vulnerable individuals. The Gambling Commission also continues to engage with online platforms to support the removal of illegal gambling content, which remains an ongoing priority. An additional £26 million has also been allocated to the Gambling Commission across the next three years to increase investment, resources and capacity to tackle the illegal market.

More recently, we announced our intention to consult on banning sports sponsorship by unlicensed gambling operators. By reducing awareness of and exposure to unlicensed operators, such a ban would further protect vulnerable consumers from the unregulated illegal market.

It is important that we do what we can to ensure that all advertising is socially responsible and does not exacerbate harm. Where there is evidence to support it, the Government would like to see more action being taken to ensure that advertising does not adversely affect the young and vulnerable. In the coming months, we will continue to explore this alongside our wider work on reducing gambling-related harms.