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Gambling Advertising
23 April 2026
Lead MP
Alex Ballinger
Halesowen
Lab
Responding Minister
Lilian Greenwood
Tags
Culture, Media & Sport
Word Count: 12756
Other Contributors: 4
At a Glance
Alex Ballinger raised concerns about gambling advertising in Westminster Hall. A government minister responded.
Key Requests to Government:
The speaker asks for an assessment of the cumulative impact of gambling advertising exposure on children and young people and whether further action is being considered to reduce this exposure across various environments. The Government should reflect on the case for a more precautionary public health-led approach that prioritizes child protection.
How the Debate Unfolded
MPs spoke in turn to share their views and ask questions. Here's what each person said:
Lead Contributor
The speaker is concerned about the widespread and sophisticated nature of gambling advertising in the UK, which spends £2 billion annually. This includes exposure via television, football stadiums, local radio, social media, and video games played by children. The debate highlights that 79% of children have seen gambling adverts, with 64% on TV and 74% online. Research shows that thousands of gambling messages appear during sports matches despite the whistle-to-whistle ban, indicating a failure in regulation to protect children from exposure.
Beccy Cooper
Lab
Worthing West
Questions the success of voluntary agreements in reg [3D [K regulating gambling and suggests that more should be done through non-volun [9D [K non-voluntary regulations, noting Britain's position as one of the least re [2D [K regulated countries for gambling advertising. As a public health consultant, Beccy Cooper argued t [1D [K that gambling advertising is pervasive and potentially harmful. She highlig [7D [K highlighted that 79% of children and young people recall seeing gambling ad [2D [K ads across multiple channels and that one quarter of gamblers have responde [8D [K responded directly to advertising, rising to almost four fifths among high- [5D [K high-risk individuals. Cooper also pointed out the need for better regulati [8D [K regulation of both legal and illegal gambling markets, drawing parallels wi [2D [K with efforts in tobacco control.
Esther McVey
Con
Tatton
Highlights the rapid growth of unregulated black mar [3D [K market gambling and warns that focusing on licensed operators could lead to [2D [K to a boom in illegal markets. Cites statistics showing the global scale of [K unregulated gambling. Asked the Liberal Democrat MP to clarify discrepanci [11D [K discrepancies in the Gambling Commission's public log regarding corrections [11D [K corrections of statistics, pointing out inconsistencies mentioned earlier i [1D [K in the debate. I ask this question through the Minister, as she obv [3D [K obviously does not have the relevant figures because she is not the Gamblin [7D [K Gambling Minister. What has been the growth of illegal gambling in the UK i [1D [K in the last few years? As I understand it, there has been a considerable in [2D [K increase in the illegal market.
Louie French
Con
Old Bexley and Sidcup
Discussed the impact of gambling regulation on jobs, [5D [K jobs, sponsorship for British sport, and the growth of illegal black market [6D [K market. Emphasized the importance of finding a balanced approach that prote [5D [K protects consumers while recognizing the contributions of the regulated sec [3D [K sector. Highlighted the role of advertising in shaping consumer choices wit [3D [K without driving participation overall. I appreciate that the hon. Lady is covering for anot [4D [K another Minister. However, I made the point in a previous debate that the G [1D [K Government seem to be saying that they are keen to reduce the harm to child [5D [K children from gambling and that they particularly recognise the issue of so [2D [K social media, which I raised in my speech today. Why do they not just back [K the Conservative party's proposed ban on social media for under-16s? On fin [3D [K financial risk assessments, also known as affordability checks, will the Mi [2D [K Minister pass on a query relating to the gambling White Paper? My understan [9D [K understanding from the previous Gambling Minister and from the then shadow [K Gambling Minister, who is now the Sports Minister, was that the checks coul [4D [K could go ahead only if they were truly frictionless, hence the pilot. Can t [1D [K the Government confirm whether the Gambling Commission has the authority to [2D [K to proceed if that is not the will of Parliament?
Victoria Collins
Liberal Democr [6D [K Democrat
Harpenden and Berkhamsted
Discussed the public health issues associated with g [1D [K gambling advertising, highlighting the financial and social costs including [9D [K including £1.4 billion annual economic drain and over 400 gambling-related [K suicides annually. Emphasised the prevalence of gambling debt among gambler [7D [K gamblers and exposure to targeted ads on social media for young people.
Government Response
Lilian Greenwood
Government Response
It is a pleasure to serve under your chairship, Mrs Harris. I am pleased to respond to this debate, standing in for my right hon. Friend the Member for Edinburgh South (Ian Murray). I begin by congratulating my hon. Friends the Members for Halesowen and Worthing West on securing this debate and setting out their concerns so clearly and thoughtfully. We have had a genuine debate with an exchange of different viewpoints on this important issue. The Government are committed to supporting a gambling industry that is modern, responsible and sustainable, while also enhancing protections for those at risk of harm. Since the election, we have introduced robust rules in place to regulate gambling advertising, including mandatory codes enforced by the Advertising Standards Authority (ASA) and the voluntary industry code for socially responsible advertising. These measures include prohibitions on gambling advertising during pre-watershed televised broadcast of live sports events, banning operators from bundling different gambling products into single incentives, and requiring customers to opt-in to specific types of marketing they wish to receive. The Gambling Commission has also introduced new controls, such as a ban on front-of-shirt sponsorship in the Premier League and restrictions on influencer marketing with large underage followings. An additional £26 million has been allocated to the Gambling Commission to tackle illegal gambling advertising over the next three years. We will continue to explore measures to protect young people from online harms and consult on banning sports sponsorship by unlicensed operators, further protecting vulnerable consumers from the unregulated illegal market. We are also working with platforms and industry to measure the effectiveness of these rules and identifying ways to clamp down on illegal advertising. The Government introduced a statutory gambling levy raising £120 million in its first year for independent research into prevention and treatment of gambling-related harms, which includes research on the impacts of gambling advertising.
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About Westminster Hall Debates
Westminster Hall debates are a chance for MPs to raise important issues affecting their constituents and get a response from a government minister. Unlike Prime Minister's Questions, these debates are more in-depth and collaborative. The MP who secured the debate speaks first, other MPs can contribute, and a minister responds with the government's position.