June 27, 2024 2 min read


Fact-checked by Angel Hristov

GambleAware Asks the Next Government to Take a Firmer Stance on Gambling Ads

The call comes amid a spike in betting activity and advertising efforts during the UEFA Euro 2024 and concerns about the potential impact of gambling adverts

GambleAware continues its push for a ban on betting ads at sporting events, arguing that such a measure has the public’s backing. The charity quoted recent research that underscored public support for stricter controls on gambling advertising.

As the betting industry continues to grow, GambleAware believes that a more impactful approach is needed. Despite praising many of the safer gambling measures outlined in the Gambling Act white paper, the charity was happy that it didn’t include any significant changes in gambling advertising, believing it to be a missed opportunity.

As the elections approach, GambleAware called on the next government to fully commit to protecting British consumers from harm and ban the promotion of gambling at sporting events. Such a drastic measure would include the removal of sponsorship logos from players’ jerseys and merchandise and the removal of on-stadium advertisements.  

While Premier League teams vowed to give up on front-of-shirt sponsorships, experts argued that hoarding sponsorships are much more visible and dangerous.

Gambling Ads Were Overlooked in the White Paper

The call comes amid a spike in betting activity and advertising efforts during the UEFA Euro 2024 and concerns about the potential impact of gambling adverts. Zoe Osmond, chief executive of GambleAware, said that gambling advertising has largely been “overlooked” despite exposing vulnerable groups to risks of harm.

Osmond said that GambleAware would have still called on the government to ban ads even if there hadn’t been an upcoming election.

The principal argument for the lack of advertising-related measures on the white paper has been that the effects of gambling ads have not been sufficiently studied to confirm a link with gambling harm.

These sentiments were also echoed by the Betting & Gaming Council, which said that the government’s research did not establish a causal link between exposure to ads and problem gambling.

However, GambleAware countered by saying that one of its surveys found out that ads caused approximately 40% of problem players to overspend.

The data starts to make you feel that the pushback from the last government, that there is no causation, needs to be re-examined.

Zoe Osmond, CEO, GambleAware

GambleAware recently proposed the inclusion of more impactful messaging in gambling ads in order to better inform the public about the dangers and risks associated with gambling.


Although Fiona doesn't have a long-spanning background within the gambling industry, she is an incredibly skilled journalist who has built a strong interest in the constantly growing iGaming network. The team at GamblingNews.com is glad to have her on our roster to help deliver the best stories as soon as they hit. Aside from writing, she loves to dabble in online casino games such as slots and roulette, both for her own enjoyment and also as research to better improve her understanding of the industry.

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