21 September 2026
LONDON — A House of Lords committee has demanded sweeping changes to UK gambling advertising, putting ministries on a deadline to heed a shift to public-health policy or resist further industry encroachment.
In its follow-up report on Tuesday, the Lords Liaison Committee recommended a near-total ban on gambling marketing from direct emails to individuals to sponsorship in sports kits and venues. The scope of the recommended advertising crackdown significantly widened the debate over how to reduce harm caused by betting. The report said action would become even more urgent in coming months.
The report delivered the starkest shift in UK gambling advertising regulations by arguing for unprecedented reforms in the name of public health. Declaring an outright ban the most effective option to combat the social and economic effects of betting, the cross-party panel called for the Gambling Commission to take charge of scrutiny after concluding that advertising restrictions would not drive consumers to unregulated sites.
Comprehensive restrictions proposed
The comprehensive ban would see restrictions on direct marketing, inducements and sports promotion. Direct marketing includes targeted emails, texts and push notifications beyond account safety or essential communications: these could not encourage engagement, per the report.
Inducements like free bets and sign-up bonuses would face heavy pressure. Gambling promotion across TV, radio, the internet and social media would face tighter controls. The same restrictions would apply to sports kits and stadium sponsorship.
Sports kits were not completely banned in the committee's proposal, which suggested a potential compromise of sponsorship partnerships with grassroots organisations aligned with public health goals. Some experts warned this approach might still normalize gambling by associating it with community sports rather than professional teams.
The call for greater restrictions comes as online gambling exposure has changed significantly since the committee's 2020 inquiry. The panel noted positive results from restrictions implemented by Las Vegas casinos before industry lobbying weakened them. However, online gambling presents unique challenges with evolving digital marketing techniques.
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Since our initial Inquiry in 2020, we found that marketing techniques on the internet like content marketing and influencer promotion have changed - and not for the better, said Lords committee chair Michael Savill. The report states these newer marketing techniques have expanded gambling promotion to unprecedented numbers of British consumers, particularly young people, making it a routine part of their online experience.
The committee convened in 2020 but published its follow-up report on Tuesday, aiming to inform ministers about the extensive reach of gambling marketing. The report states internet promotion is now the most common gambling marketing technique in the UK, outpacing TV, radio, social media and sports sponsorships.
Content marketing now accounts for at least half of the most common gambling marketing approaches, where advertisements appear alongside or within other content.
The proposed ban would still allow some gambling advertising but focus on ensuring appropriateness of content, particularly regarding age controls, context and mitigation messaging accompanying promotions. The report expressed concern these controls might still present gambling as a positive lifestyle choice, though the Lords prefer minimal exposure for UK consumers.
Implementing content controls may prove challenging for smaller UK companies, with major sports broadcasters and media publishers needing to update their standards. The committee noted concerns that technological updates and staffing changes would disproportionately affect smaller producers.
Industry representatives have been contacted for comment.