Liverpool City Council has joined the Coalition to End Gambling Ads (CEGA), becoming the latest local authority to back calls for tighter restrictions on gambling advertising as part of its wider strategy to reduce gambling-related harm.
The move follows the launch of the council’s Reducing Gambling Harms Action Plan earlier this year, which sets out measures to improve early intervention, increase access to support services and reduce residents’ exposure to gambling marketing.
According to the council, around one in six young adults in Liverpool experience gambling-related harm, with men and people facing financial disadvantage considered most at risk.
It said gambling-related problems can contribute to debt, poor mental health, relationship breakdown, homelessness and contact with the criminal justice system.
The council said joining CEGA would strengthen its efforts to address what it described as the normalisation of gambling through widespread advertising across television, social media, sport and public spaces, with the gambling industry spending an estimated £2bn annually on advertising in the UK.
Liverpool council has previously partnered with gambling harm charity Chapter One on awareness campaigns during major sporting events, including the FIFA World Cup, when gambling advertising typically increases.
Liverpool joins cluster of councils in CEGA
It joins plenty of other UK councils which are part of the CEGA.
Which UK councils are part of the CEGA?
- Brent Council
- Haringey Council
- Islington Council
- Hackney Council
- Devon County Council
- Blackpool Council
- East Suffolk Council
- Bristol City Council
- Barnet Council
- Southampton City Council
- Lewisham Council
- Enfield Council
- Barnsley Council
- Blackburn and Darwen Council
- Sheffield City Council
Councillor Harry Doyle, Liverpool City Council’s Cabinet Member for Health, Wellbeing and Culture, said gambling harm had “real and practical consequences” for individuals and families.
“Through our Reducing Gambling Harms Action Plan we’ve committed to preventing harm wherever we can, making support easier to access and creating healthier environments for our residents,” he said.
“Joining CEGA is an important part of that commitment. Gambling advertising is now everywhere, from TV and social media to sport and public spaces, and we know that constant exposure helps normalise gambling, particularly for children and young people.”
CEGA working to demonstrate gambling’s prominence
The CEGA has been particularly vocal in speaking out against the prevalence of not just gambling advertisements in sport and on TV screens from licensed UK operators, but also about targeted social media campaigns from black market bookmakers.
Just last month, the organisation carried out an investigation into unlicensed operators Donbet and MyStake – both reportedly part of the infamous black market family of Santeda International – and called for the Gambling Commission to act upon it after it failed to block access to the sites for UK consumers.
It argues that a complete ban on gambling advertising would deter gamblers in recovery from a relapse.
Will Prochaska, Director of the Coalition to End Gambling Ads (CEGA), said: “By joining the Coalition to End Gambling Ads Liverpool City Council is building on the city’s proud tradition of standing up for its communities.
“Councils see close-up the impact of gambling on families, communities, and local economies, but it’s central government that holds the power to stem the tide of advertising that drives gambling harm.
“CEGA membership will give Liverpool City Council another platform to tell central government that change is needed.”
Liverpool said its action plan brings together organisations across health, education, social care, criminal justice and the voluntary sector to improve treatment pathways, raise awareness and reduce stigma around seeking help.