Time for UK to follow Europe’s lead on gaming marketing, says GambleAware

News Team November 18, 2024

SiGMA news

A new report commissioned by the charity GambleAware reveals that Great Britain lags behind its European counterparts in regulating gaming marketing. The research, conducted by Ipsos and the University of Bristol, stresses the urgent need for legislative intervention to address public health concerns surrounding gambling advertisements. Other studies, however, reveal that overly tight regulations often push players toward unregulated and harmful black markets.

According to the GambleAware report, gambling marketing in Great Britain has reached unprecedented levels, contributing to the normalisation of gambling, especially among children and young people. According to recent statistics, 2.5 percent of British adults suffer from problem gambling—a figure eight times higher than previously estimated. Despite having produced more research on gambling marketing’s adverse effects than many European nations combined, the UK remains an outlier, relying heavily on self-regulation instead of implementing robust legislative measures, according to GambleAware.

Lessons from Europe

The report compares Great Britain to countries like Italy, Spain, Germany, Belgium, and the Netherlands, which have embraced stringent restrictions or outright bans on gambling marketing. These nations have framed gambling as a public health issue, arguing that unchecked advertising increases participation and harm. In contrast, Great Britain has resisted similar changes, even as European restrictions become standard practice.

Dr. Raffaello Rossi, the report’s lead author, highlighted this disparity: “Great Britain holds the strongest evidence of gambling marketing’s harm but enforces some of Europe’s weakest restrictions. This isn’t due to a lack of evidence but a lack of political will. Across Europe, these restrictions are seen as essential public health measures. Meanwhile, Britain’s leniency is isolating it from this growing consensus.”

Public opinion

Public sentiment in Britain strongly supports reform. Recent surveys reveal that 67 percent of respondents believe there is too much gambling advertising, with over 70 percent favouring stricter regulations for TV and social media. However, opposition is rooted in concerns over tax revenue, employment, and potential black-market growth. “Industry stakeholders worry that a ban on marketing could impact the channelisation rate,” explains the editor, a popular casino listings website.

Lord Foster of Bath, Chair of Peers for Gambling Reform, criticised the government’s inaction: “We are inundated with gambling advertisements on every platform. Despite overwhelming public support for change, the current regulations are far too lenient and fail to adopt a public health approach.”

Calls for reform

GambleAware is urging decisive action, advocating for:

– A pre-watershed ban on gambling ads.

– Restrictions on online gambling content.

– A complete ban on sponsorships in sports.

– Mandatory health warnings on gambling advertisements.

With the government’s statutory levy consultation results expected soon, GambleAware hopes this moment will catalyse broader reform. However, the charity maintains that regulation of gambling marketing must remain a priority.