New study shows Great Britain lags behind Europe on restricting gambling marketing as GambleAware issues an urgent call to protect public from gambling harm

• Great Britain was found to have the most lenient regulations on gambling ads,  despite having more research on the negative effects of gambling marketing than several other European countries combined. 
• Report shows bans on gambling marketing across Europe are increasingly becoming the norm in response to public health concerns about gambling harm and normalisation for young people.
• Research also shows clear public support for change, with an overwhelming majority saying there is too much gambling advertising (67%), and even more backing regulations relating to it on social media (74%) and TV (72%)
• GambleAware is calling for a pre-watershed ban on broadcast adverts, restrictions on gambling content and marketing online, a blanket ban across sports, and mandatory health warnings

GambleAware, the leading charity and strategic commissioner of gambling harms prevention and treatment services in Great Britain, has today issued a warning of the risk of ongoing gambling harm in the country, in light of a new report highlighting the lack of gambling marketing regulation.

The new report from the University of Bristol and Ipsos, commissioned by GambleAware, has revealed Great Britain is falling behind in implementing legislation on gambling marketing – particularly in comparison to other European countries such as Italy, Spain, Germany, the Netherlands and Belgium. Restrictions across Europe are becoming the norm – with increasing regulation brought in to address public health concerns that increased public exposure to adverts leads to increasing harm and the normalisation of gambling for children and young people.

Yet, in Great Britain, despite the publication of almost 500 research papers in the last decade from British universities including specialist gambling units at academic institutions such as Bristol, Bournemouth, and Glasgow – more research than Italy, Germany, the Netherlands and Belgium combined – there is no primary legislation in place to regulate gambling marketing including on TV, radio, online and in sport.

GambleAware is calling for a number of policy changes to address public health concerns around the impact of gambling marketing, including a pre-watershed ban on broadcast adverts, restrictions on gambling content and marketing online, and a blanket ban across sports. In the current absence of restrictions on adverts the charity also believes there is a need for mandatory health warnings on all gambling marketing. There is strong evidence to show that gambling advertising increases participation and therefore risk; exacerbates harm; and normalises gambling as just a bit of ‘harmless fun’ particularly amongst children.

Prof. Siân Griffiths CBE, public health expert and Chair of GambleAware Trustees, said: 
“We have previously highlighted that the lack of gambling advertising and marketing regulation in this country is a missed opportunity. It is important we remember that gambling can be addictive and gambling harms need to be recognised as a public health issue that can affect anyone. We have long been concerned about the impact gambling ads and marketing can have on children and young people. This is why urgent action is needed to protect the next generation from experiencing harm.”

Lord Foster of Bath, Chair of Peers for Gambling Reform, said:
“Every day we are bombarded by gambling advertising, marketing and sponsorship on TV, radio and online. There is huge public support to curb it and there’s a wealth of research showing the harm it causes. But we remain woefully behind the curve in terms of the regulation needed to protect individuals from harm. Crucially, the power to regulate key aspects of this – such as gambling advertising – is already within the gift of the Secretary of State as set out in the Gambling Act 2005. Our current regulations are too lenient, and fail to advance the much-needed public health approach to gambling that Peers for Gambling Reform has long called for.”

However, gambling marketing continues to bombard the public. The latest estimates from 2017 suggest that gambling operators spend around £1.5bn per annum on advertising and marketing. Research in September also showed Premier League fans were subjected to nearly 30,000 gambling messages on this season’s opening weekend – a 165% increase on the year before. The increase comes despite clear public support to take action, as GambleAware and Ipsos data revealed in June that an overwhelming majority say there is currently too much advertising about gambling (67%), and back more regulations on both social media (74%) and TV (72%).

Dr Raffaello Rossi, author of both reports and a marketing researcher at the University of Bristol, said: “Our research shows that Great Britain has the strongest evidence of gambling marketing’s harms but some of Europe’s fewest restrictions. This suggests that the lack of tight restrictions isn’t due to insufficient evidence but rather a lack of political will. Across Europe, bans on gambling marketing are increasingly the norm, seen as necessary to protect the public. Great Britain, however, is becoming an outlier with almost no meaningful restrictions. The evidence is clear — policymakers must act urgently to protect millions from preventable harm.”

Craig Tampin, who has lived experience of gambling harm, said: 
“Gambling harm had a devastating impact on my life – my finances, my mental health and my relationships. My friends and family suffered immensely too. What started off as what I felt were harmless bets eventually took control of me and it felt like everywhere I looked, there were endless gambling adverts. Even my recovery was that much harder because while I was able to block apps on my phone, I couldn’t escape from ads online, on TV and the radio or watching football. It’s become so normalised in our country that I’m not sure how bad politicians realise it has become – we can’t continue like this and we need action.”

The Government is expected to announce the long-awaited result of its statutory levy consultation soon, which will force gambling companies to pay a percentage of their profits towards the prevention, research and treatment of gambling harm.

While GambleAware looks forward to the introduction of the statutory levy, the charity believes that urgent action is still also needed on gambling marketing regulation.

Zoë Osmond, CEO of GambleAware, said:
“We look forward to the forthcoming implementation of the statutory levy by the new Government, which will provide much-needed clarity for the future system to tackle gambling harms and provide vital funding for prevention initiatives. But we mustn’t forget that the bombardment of gambling marketing in this country is a key reason why people find themselves in a position where they need advice, support or treatment. The changes  we are proposing are fair and sensible, but crucially will make a huge difference – gambling harms can affect anyone, and must do everything we can to keep people safe from gambling harm.”

GambleAware is urging anyone who is concerned about how gambling makes them feel to search GambleAware online for advice, tools and support. Whether experiencing harm directly or as an affected other, you can reach out to the National Gambling Helpline at 0808 8020 133. It's available 24/7 and offers free, confidential advice, tools, and support.  

ENDS

Notes to editors

• Full details of restrictions brought in by different countries are available in the full report.