UK Lawmakers Call for Dramatic Advertising Reforms to Protect Kids Online
Posted on: April 24, 2026, 08:07h.
Last updated on: April 24, 2026, 08:07h.
- UK proposals target gambling ads to reduce children’s exposure
- Ban includes online slots, sponsorships, and influencer promotions
- Industry warns restrictions could impact sports funding and broadcasts
A cross-party group of UK lawmakers has published a set of proposals that would dramatically curb gambling advertising in the country, completely banning ads for online slots and for all forms of gambling before 9.p.m.
The suggested measures, which are designed to reduce children’s exposure to gambling, would also introduce a blanket prohibition of gambling sponsorship in sports (with a carve-out for horse and dog racing) and end content marketing and influencer-led promotion, “where advertising is often indistinguishable from content.”
The proposals come from the All-Party Parliamentary Group for Gambling Reform and Peers for Gambling Reform (PGR), cross-party parliamentary and advocacy groups that seek to shape government policy on gambling.
Gambling ‘Normalized’
The two groups expressed concern about how gambling is deeply embedded in spaces frequented by young people, such as social media and live sports. They argue this helps to normalize gambling and increase the chances they will participate in the future.
Their report highlights that the industry spends £1.5 billion (US$2 billion) to £2 billion ($2.7 billion) annually on advertising and marketing, which they argue is an “intentional move to normalize gambling among children and young people.”
The Betting and Gaming Council (BGC), the lobbying body representing the regulated gambling industry in the UK, disputed these figures, citing independent analysis by WARC which suggests that around half – between £800 million and £900 million – is attributable to illegal, unregulated operators outside the licensed UK market.
The BGC also highlighted the impact the proposed measures would have on sports.
“Advertising and sponsorship are a critical part of the media and sport ecosystem,” it said on X. “£138 million is spent by gambling operators on sports sponsorship a year which is relied upon across levels of sport – from elite to grassroots.”
Impact on Horse Racing
Horse racing, and to a lesser extent greyhound racing, would be particularly effected by the proposals because betting is deeply embedded in how the sport is funded.
Even with the suggested carve-out for racing, restrictions such as a pre-9 p.m. advertising ban and tighter limits on content-led promotion, could still hit betting engagement and reduce the value of sponsorship deals.
Racing broadcasters, including dedicated channels and mainstream coverage, rely heavily on bookmaker advertising, the display of live odds, and integrated in-program promotion. Curtailing this would lead to a decline in broadcast revenues, which in turn could mean lower prize money and reduced funding across the sport.
Despite those concerns, Don Foster, Baron Foster of Bath, of Peers for Gambling Reform, argues that stronger restrictions are necessary to address the scale and impact of gambling marketing.
“For too long, the balance has been tilted in favor of permissive advertising rather than effective protection,” he said in a statement. “The sheer volume and sophistication of gambling marketing, particularly online, means that children and those suffering harm are being exposed in ways that existing regulations simply do not address. If we are serious about preventing further harm, we must now significantly change the rules.”
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