House of Lords Calls for Total Gambling Ad in the UK

The House of Lords Liaison Committee has reignited the debate over gambling advertising, publishing a follow‑up report that urges a comprehensive ban across the United Kingdom.

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The report, Gambling Harm – Time for Action, argues that advertising has become a major driver of gambling harm and that only a full prohibition can meaningfully reduce risks. 

The committee framed its recommendation as part of a wider public health approach, stressing that gambling harm remains a serious issue affecting up to 1.5 million adults in Britain. It traced the roots of today’s advertising landscape back to the Gambling Act 2005, which lifted restrictions and allowed widespread promotion of betting products.

Since then, the industry has spent more than £1 billion annually on advertising. The report argues that Britain has become an outlier compared to other jurisdictions that have already imposed significant restrictions.

Lords highlight benefits and bring recommendations 

Beyond health concerns, the committee stressed that reducing gambling participation could bring economic gains. A study cited in the report estimated that a 10% cut in gambling spend could increase gross value added by £1.25 billion and create over 22,000 jobs. 

Lord Foster underlined this point, saying: “There are clear health and economic benefits to reducing participation in gambling.” The committee believes that tackling gambling harm would not only protect individuals but also support the government’s wider mission to grow the economy. 

While calling for a comprehensive ban, the committee acknowledged that certain exemptions may apply. It echoed earlier recommendations that on‑course advertising for horseracing and greyhound racing should remain permitted. 

It also suggested the government assess the risks posed by lottery advertising before deciding whether it should be included in the ban. 

“Six years have elapsed since the Gambling Industry Committee published its important report on the social and economic impact of the gambling industry. The time was right to reassess this crucial policy area, focusing on the topic of gambling advertising where the former committee’s strong recommendations have been largely unaddressed,” Lord Ponsonby of Shulbrede, Senior Deputy Speaker and Chair of the Liaison Committee, explained.

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The committee concluded that government concerns about the illegal market should not be used as an excuse to delay action. In its view, the harms generated by licensed operators are clear, and only decisive steps, including a full advertising ban, can address them. 

BGC already against a blanket ban

The Lords’ report comes barely days after the BGC pushed back against calls for a blanket ban on gambling advertising, arguing that such a move would not make betting disappear, though its criticism was aimed at a different push.

The Local Health and Global Profits consortium had asked DCMS to widen restrictions beyond unlicensed sport sponsorships and cover licensed operators too, with tougher rules for digital and online platforms where gambling ads show up most.

The BGC rejected that logic, saying licensed firms already face some of the tightest rules anywhere, and its members go further with voluntary steps to shield young people and vulnerable adults. Online age targeting rules are strict, the body noted, and about a fifth of member advertising goes on safer gambling messages.

The bigger worry for the BGC is the black market. The DCMS Illegal Gambling Taskforce arrived in early 2026, but the BGC says the problem keeps growing. It puts unlicensed bookmakers on course to take up to £800m in bets this Premier League season, with their ad spend expected to overtake licensed operators by 2028.

A spokesperson pointed to independent analysis showing licensed ad spend falling while the illegal market’s footprint grows. Ban ads outright, the BGC warned, and gambling does not vanish, it shifts to unsafe platforms.

It’s going to be a tough end to the year for the regulated sector, as even the prime minister has made his position clear. Andy Burnham, who took over from Keir Starmer in July 2026, wasted little time signalling where he stands on gambling. 

Within days of entering Downing Street, he moved to strip councils of the “aim to permit” principle that had long forced them to wave through new betting shops even when residents objected. As mayor of Greater Manchester, Burnham had already pushed for a gambling advertising ban and said he wanted to see sport sponsorship by betting firms relegated to the history books

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