Gambling adverts: should they stay or should they go? – The BMJ

The case for reform grows stronger

A YouGov poll published in June 2021 of 12247 adults and 2513 children suggested that the British public wants to see changes to the way gambling advertising is regulated. With 77% of adults supporting a ban on gambling advertising on television and radio before 9 pm and 63% of adults supporting a total ban on the advertising of gambling products, this is a clear call to arms for our nations decision makers.1

These findings, striking in their clarity, are consistent with growing calls for reform. Advocacy groups such as Gambling with Lives2 and the Big Step3 argue for a total ban on gambling advertising, and the all party parliamentary group on gambling harm is recommending a ban on advertising in sport, direct marketing, and inducements.4 Similarly, the House of Lords select committee proposed that gambling advertising is prohibited in or near sports grounds or venues, including on team kit and in programmes.5

There seems to be a strong case for rethinking the regulation of gambling advertising in the UK, and the only question now is how far the reforms should go.

The way people gamble and the speed at which they are able to do it has evolved since the UKs Gambling Act was fully implemented in 2007. The constant availability of gambling products has rendered existing legislation inadequate. Increasingly, social media platforms are being used to promote gambling and extend operators market share through highly visual video content, which is seen by children and young people. In one survey, two thirds (66%) of respondents aged 11-24 reported seeing gambling promotions on their social media channels.6

Another concern is the close ties between gambling and sport, with sponsorship having a key role in creating brand awareness. In the 2020-21 football season, 85% of premier league and 70% of championship clubs had a gambling sponsor or partner.7 Many believe these shifts have helped normalise gambling as a low risk recreational activity to an increasingly younger audience. After many months of lockdown, the Euro 2020 football championships have brought a welcome distraction, but current legislation means that children watching football with their families will be exposed to gambling adverts despite the whistle-to-whistle ban.

Debate continues about whether advertising and problem gambling are causally linked, but we know that the marketing spend of gambling companies has increased substantially since 2014. According to a House of Lords report, the total spend by gambling companies on marketing went up by 56% between 2014 and 2017, reaching 1.5bn [1.8bn; $2bn].8 At the same time, the National Audit Office reports that the gross gambling yield (bets placed less winnings paid out) increased by 57% to 11.3bn between 2008-09 and 2018-19 (excluding the National Lottery).9 While there is a need for further research on the effect of advertising, many feel there is equal and real cause for concern.

Although even relatively low levels of gambling can result in harm, people who develop disordered gambling experience severe harm, including debt, financial losses, relationship breakdown, homelessness, worklessness, and even suicide.10 These harms also affect their families and communities.

International precedent already exists for a stronger regulatory approach. Spain recently passed a royal decree in an effort to reduce the harms caused by gambling and to severely curb the volume of advertising permitted.11 Change in even well established markets is clearly thought possible in other jurisdictions.

The responsible gambling measures this nation has relied on to limit harm from gambling have failed. The gambling industry has been unable to self-regulate and has not prevented the societal harm so feared after the liberalisation in 2007. While some companies have behaved better than others, more stringent regulation would remove commercial disincentive to act, levelling the playing field across operators. A stronger regulatory environment is the only way we can achieve adequate and universal public health protection. It is now up to the UK government to rectify past mistakes and take control by placing accountability and stringent regulation as the first steps towards a public health approach to this far from ordinary commodity.

The forthcoming gambling review by the Department for Culture, Media and Sport is an opportunity to acknowledge past mistakes and to protect children and young people, vulnerable adults, and everyone else from gambling harm.

Competing interests: We have read and understood BMJ policy on declaration of interests and have no interests to declare.

Provenance and peer review: Commissioned; not externally peer reviewed.

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Gambling adverts: should they stay or should they go? - The BMJ