BGC Rejects Calls for UK Gambling Ad Ban

The Betting and Gaming Council (BGC) has opposed calls for a blanket ban on gambling advertising in the UK, arguing that removing advertising from the regulated market would not eliminate gambling and could instead create further opportunities for the black market.

The response follows calls from the Local Health and Global Profits (LHGP) consortium, which has urged the Department for Digital, Culture, Media and Sport (DCMS) to introduce tighter restrictions on gambling advertising.

A BGC spokesperson said:

“Betting and gaming advertising in the UK is already subject to some of the strictest rules anywhere in the world, with BGC members going significantly further through additional voluntary measures designed to protect young people and vulnerable adults.”

According to the BGC, licensed online gambling operators are required to follow strict age-related advertising rules. The Council also said its members allocate at least 20% of their advertising to promoting safer gambling practices.

The industry body further claimed that illegal bookmakers could have generated up to £800 million in illegal betting during the Premier League season. It also said illegal gambling advertising expenditure could exceed that of branded companies by 2028.

The BGC spokesperson added:

“Independent analysis shows advertising spend by licensed operators is falling, while the advertising footprint of the illegal gambling market continues to grow. A blanket ban on advertising by regulated operators would not make gambling disappear. It risks handing a significant competitive advantage to illegal operators who ignore advertising rules, offer none of the protections required in the regulated sector and increasingly use online platforms to target UK consumers.”

The Council said attention should instead be directed towards encouraging companies to use licensed gambling advertising.