A House of Lords committee has recommended a near-total ban on gambling advertising in the UK and the transfer of oversight from the Advertising Standards Authority to the Gambling Commission with statutory powers. The report, published on 17 September, revisits a 2020 inquiry into the industry's social and economic impact.
Between 1 million and 1.5 million adults in the country score on the Problem Gambling Severity Index at levels indicating problem gambling. Since the Gambling Act 2005, operators have enjoyed broad advertising freedoms — annual spending has grown to £1–2 billion. The committee found current measures insufficient: ASA self-regulation, voluntary codes and co-regulation for broadcast.
The committee targets direct marketing (email, SMS, push), inducements (free bets, sign-up bonuses), influencer advertising and sports sponsorships. Australian research showed that stopping direct offers reduced betting and harm in the short term. The committee proposes banning all communication from operators and affiliates except mandatory account information. Committee chair Lord Ponsonby of Shulbrede said the growth of online tactics since 2020 had shifted the debate substantially.
The Premier League banned gambling brands from shirt fronts this season, but logos remain on training kits, sleeves and stadiums. The committee notes that voluntary efforts have not reduced exposure significantly. The argument about migration to illegal sites was rejected — interviews with European state monopolies showed that advertising restrictions do not lead to mass defection. The report follows the government's 2023 white paper, which introduces a mandatory levy for research and treatment of addiction.
