Gambling Minister Baroness Twycross has called on the gambling industry to do more and ensure that advertising is “appropriate, responsible and does not exacerbate harm”.

Speaking at GambleAware’s Annual Conference, the Labour politician expressed the need for greater control as people “feel they are being inundated with gambling messaging”.

She said: “We know that advertising can have a disproportionate impact on those who are already suffering from gambling-related harm. And we know that people are particularly concerned about the potential impact on children and young people. 

“Gambling operators may feel that their own messaging and volume of ads are appropriate but the issue of what is appropriate needs to be looked at in aggregate, not operator by operator. 

“I do not stand here today to tell you what that volume must be, but I do expect the industry to take the initiative on this by working across industry, with sporting bodies, with academics and harm prevention experts.”

Across jurisdictions, there have been repeated discussions over the volume of advertising, especially around sports matches. 

Earlier this year, a report by the Football Supporters Association (FSA) revealed that 73% of football fans feel they are subjected to a concerning amount of gambling advertising and sponsorship.

More recently, a report by the market research firm Ipsos, commissioned by the DCMS, found that 21% of parents believe their children have seen gambling products or companies advertised.

Further highlighting the concern, Twycross reiterated her support of the Premier League’s ban on gambling operators as front-of-shirt sponsors from the end of the 2025/26 season.

She added: “I am aware of the increasing prevalence of ‘white label’ operators using football in this country to advertise to consumers outside of Great Britain. 

“I am engaging with the Gambling Commission and industry to gather further evidence of their prevalence and impact. If further action is needed, we will take it.”

Better safer gambling messages

Elsewhere in her address, Twycross called for improvements in safer gambling messaging and stressed that “industry ownership of safer gambling messaging is not sustainable in the long term”.

She concluded: “That is why we are working with the Department of Health and Social Care and the Gambling Commission to develop a new approach to messaging.

“I believe this is a sensible and proportionate request to the industry. I am grateful for the engagement so far from the Betting and Gaming Council. I expect to see further action on advertising and will meet them in the new year to discuss.”