Gambling Advertising

I beg to move,

That this House has considered gambling advertising.

It is a pleasure to serve under your chairship, Mrs Harris, particularly as you have taken such an interest in gambling harm over many years. I am grateful to be able to open this debate on gambling advertising and its impact across the United Kingdom, and to be joined by Members such as my hon. Friend the Member for Worthing West (Dr Cooper), who is co-sponsoring the debate and who, like me, is a member of the all-party parliamentary group on gambling reform.

The interest in the debate reflects the growing concern in Parliament and beyond about the scale, reach and consequences of gambling advertising in the UK and about its growing impact on children and young people. This debate comes at an important moment. This week, the APPG and Peers for Gambling Reform released their report on gambling advertising, which brings together academic evidence, lived experience and policy analysis to make the case that our current system is not working.

Gambling advertising is everywhere: on our television screens, in our football stadiums, on local radio, on social media, where it is promoted by influencers, and on video games played by children. It is also increasingly sophisticated, targeted and personalised. Our APPG report shows that the industry now spends £2 billion a year on gambling advertising and marketing, in a deliberate and sustained effort to drive engagement, normalise gambling and grow the market, including by creating future generations of gamblers.

We must be honest about what that means: greater exposure leads to greater participation, and greater participation leads to more gambling harm. We have heard repeatedly—through research, from clinicians and, most importantly, from those with lived experience—that gambling advertising acts as a trigger. For those trying to stop gambling, it undermines their recovery.

The Government’s own gambling White Paper said there was no evidence of a causal link between gambling advertising and an increase in problem gambling. Does the hon. Gentleman accept that that is set out in the White Paper quite clearly?

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.

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.

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.

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?

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.

Moving on slightly from Northern Ireland to Kilburn, in my constituency, there are a lot of gambling shops and casinos on Kilburn High Road. A constituent recently told me she had entered into the Gambling Commission’s self-exclusion agreement. Her regular casino knew that, but still allowed her in, and she subsequently lost thousands of pounds. My hon. Friend is talking about advertising, but is he aware of the shortcomings of the Gambling Commission’s self-exclusion agreement? It seems to be failing my constituents in Kilburn, who are exposed to so many gambling shops every time they leave their house.

I am terribly sorry to hear my hon. Friend’s story about her constituent. It does sound like another failure of the self-exclusion system. We have heard similar stories in other places; I met one person with lived experience in Portsmouth, who signed up to self-exclusion but was able to gamble away his life savings in several shops that were not enforcing the rules properly.

The principle of credible evidence being shown—as it was with the tobacco industry and the junk food industry—should also be applied to our restrictions on gambling advertising. That is why our report calls for a significant intervention and a step change in how gambling advertising is regulated in this country, with protections for children and young people at its core. As shown in Northern Ireland, that is an approach that the UK public strongly support. According to polling, 65% of the public want stricter regulation of the gambling industry, and 68% say that under-18s should not see gambling advertising at all.

Let me highlight some of the key recommendations from our report. We recommend an end to gambling advertising before the 9 pm watershed, as part of a broader effort to reduce children’s exposure across TV and radio. We recommend an end to gambling sponsorship in sports, with the exception of horseracing and greyhound racing. Research by the University of Bristol in 2025 found that football fans were exposed to more than 27,000 gambling messages during the opening weekend of that year’s premier league—nearly triple the number in 2023. We recommend an end to content marketing and influencer-led promotion, where gambling is embedded in entertainment formats, making it particularly difficult for children and young people to recognise when they are being advertised to. Finally, we call for stronger enforcement, particularly of unlicensed operators, alongside greater transparency across digital advertising, including the introduction of “know your customer” requirements.

I have listened with great interest, but is it not true that the hon. Gentleman has been written to on numerous occasions by the Gambling Commission for a misuse of their figures? Although I agree with some of the things he says, I am rather concerned that if that is the case, some of the figures he is citing here in Parliament, which will be reported in Hansard, are also not correct.

I am afraid that is not correct. The Gambling Commission has not written to me challenging my figures. Members of the gambling industry have written to the all-party group challenging some of the figures in other reports, but our figures are from the Gambling Commission’s own survey on children and young people. The statistics I have pulled out today are directly from that survey, and no one is challenging those statistics.

Three times they have written to you.

They have not written to me.

We need to properly safeguard the next generation from gambling advertising that aims to normalise an activity that has been proven to be extremely harmful, and something that the Government have the power to act on today.

It is a great pleasure to serve under your chairmanship, Mrs Harris. I congratulate the hon. Members for Halesowen (Alex Ballinger) and for Worthing West (Dr Cooper) on securing this important debate.

Sport is one of the UK’s soft power superpowers. Formula 1 is worth over £12 billion a year to our economy, supporting more than 6,000 jobs. Horseracing supports more than 85,000 British jobs and contributes over £4 billion to the economy. The Premier League adds a further £9.8 billion to the economy and supports over 100,000 jobs, those jobs contribute over £4 billion in tax annually. Sky Sports recently signed a £125 million five-year contract with the Professional Darts Corporation —double the previous contract—and we have seen a huge boost in that sport in the last decade or so, all underpinned by sponsorship from companies.

The hon. Member talks about Formula 1, as well as other sports, but does he remember the rules that changed the tobacco sponsorship of Formula 1 and the strong resistance of that industry to those changes because of the arguments he is making right now? Does he also recognise that Formula 1 has become more successful after those changes?

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.

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?