Growing public unease over the size and attain of playing promotion is inserting renewed stress on UK ministers to take into account tighter restrictions on promoting, sponsorship, and digital advertising and marketing, in accordance to latest polling and regulatory developments. While playing itself stays authorized and broadly used, surveys recommend confidence in how the sector is overseen is weakening, with promoting rising as essentially the most seen supply of frustration.
Research carried out by the assume tank More in Common and commissioned by marketing campaign teams opposing playing promotion factors to a transparent shift in attitudes. The polling, printed in a report titled Ending A Losing Streak and cited by The Guardian, discovered that 70% of respondents favor harder controls on playing promoting and sponsorship. More than 1 / 4 of these surveyed stated playing corporations needs to be barred from selling themselves solely.
Former Conservative chief Iain Duncan Smith, who wrote the foreword to the report, stated: “The report shows that tougher regulation of the gambling sector would not only be uncontroversial but would carry strong public support from voters across the political spectrum.” He added, “If we are to protect the next generation from gambling harm, we must act.”
The findings recommend that concern is pushed much less by opposition to playing itself than by fatigue with fixed publicity to advertising and marketing. Respondents throughout political and social teams reported noticing a pointy improve in playing promotions on tv, on-line platforms, and thru sports activities sponsorships. Many described feeling overwhelmed by promoting that seems in on a regular basis settings, together with social media feeds and cell apps.
Children’s publicity emerged as a central concern. More than two-thirds of these surveyed stated individuals beneath 18 mustn’t see any playing promoting. Sports sponsorship, notably in soccer, drew vital criticism, with round half of respondents supporting a ban on playing branding within the sport.
Confidence in regulation and oversight erodes
Beyond promoting quantity, the analysis highlights declining belief within the establishments answerable for regulating playing. Only a couple of third of respondents stated they belief the Gambling Commission to oversee the sector successfully, whereas roughly half reported little or no confidence within the regulator. Industry-funded hurt prevention our bodies additionally confronted skepticism, with some contributors questioning whether or not organizations financed by operators can act independently.
Public messaging campaigns have been continuously seen as ineffective. Some respondents described slogans reminiscent of “When the Fun Stops, Stop” as superficial, suggesting they operate extra as model safety than as real safeguards in opposition to hurt.
Campaigners argue that promoting has turn into the clearest image of those broader regulatory shortcomings. Will Prochaska, director of the Campaign to End Gambling Advertising, stated: “This study shows deep public concern about the gambling sector and a strong appetite to protect children from gambling ads. We urge the government to start by banning all gambling ads and content from children’s social media and computer games.”
Labour MP Beccy Cooper echoed requires additional motion, saying: “While successive governments have rightly taken tentative steps towards improving regulation of the gambling sector, we need to go further. Current rules on gambling advertising are no longer fit for purpose. Promotions now saturate television, social media and influencer marketing, exposing children and young people as a matter of course. This must change, and stronger restrictions are now urgently needed to reduce harm.”
Regulatory modifications and political stress
The push for reform comes alongside latest regulatory motion focusing on abroad playing operators. From September 1, 2025, amendments to the Committee of Advertising Practice Code closed a loophole that had allowed non-UK-based operators to market to British customers beneath looser guidelines. The change means all licensed operators, no matter location, should observe the identical requirements when promoting on social media, video platforms, and apps aimed toward UK customers.
Dr. Raffaello Rossi of the University of Bristol welcomed the transfer, calling it an “important, though long overdue” step. Despite these developments, promoting stays largely untouched by broader reforms which have included decrease on-line slot stakes, a statutory levy for dependancy remedy, and better taxes introduced within the November funds. Gambling corporations voluntarily adopted a “whistle-to-whistle” code in 2019, limiting adverts throughout daytime sports activities broadcasts and dedicating 20% of promoting to accountable playing messages. Even so, estimates recommend annual advertising and marketing spend stays excessive, with figures starting from £1.15bn to £2bn.
As stress builds from campaigners, MPs, and native authorities, promoting reform is more and more seen as a low-risk political step that might restore public confidence. For many respondents, decreasing the fixed presence of playing promotions represents a sensible start line for addressing wider issues about hurt and oversight.
