UK ministers are under renewed pressure to restrict gambling advertising after research revealed rising public frustration with the scale of betting promotion across everyday life. Reform advocates argue that advertising controls represent the fastest route to rebuilding trust in gambling regulation, as confidence in oversight bodies continues to fall.
The findings come from a public attitudes report published on 1 January 2026 titled Ending a Losing Streak. The study aimed to “bridge the gap between policymakers and the public by helping people in Westminster understand those voters who feel ignored or overlooked by those in power,” drawing on polling that examined how communities experience gambling and its promotion.
Advertising Saturation Fuels Public Unease
While the public remains largely tolerant of gambling, the research shows clear fatigue with advertising. Respondents said they feel “bombarded by gambling promotions and under-protected from harms.” Around two-thirds said gambling has become “more noticeable than ever,” particularly through television, online advertising, and sports sponsorships.
Participants also raised concerns about promotions appearing in unexpected places, including food delivery apps offering “free spins” and marketing sent directly to homes. Many compared current exposure levels to tobacco advertising before its ban. Protecting children featured strongly, with 68% saying under-18s should not see any gambling advertising, alongside support for hiding scratchcards and lottery tickets from shop counters.
Sports sponsorship was highlighted as a driver of what respondents described as the “normalisation of gambling coverage,” with roughly half backing an immediate ban on football sponsorships.
Falling Trust In Regulation
The research points to declining trust in institutions responsible for managing gambling harms. Only one-third of the public said they trust the Gambling Commission to regulate effectively. Conservative peer Sir Iain Duncan Smith wrote: “Even those who gamble support a tougher stance on the industry, supporting moves to track expenditure and ensure limits on unaffordable losses. In fact, more gamblers want the sector to shrink than to grow. These findings directly contradict the gambling industry, which repeatedly claims to represent the views of gamblers when it demands looser regulation.
“Public faith in the institutions that are supposed to protect us from the harms of gambling has been eroded. Only a third of the wider public have any trust in the Gambling Commission to properly regulate the sector.”
Focus group participants described current safeguards as superficial and criticised campaigns such as “When the Fun Stops, Stop” as cynical.
Political Momentum Builds
Campaigners describe reform as an “easy win,” noting that 65% support tougher regulation. Labour MP Beccy Cooper said: “While successive governments have rightly taken tentative steps towards improving regulation of the gambling sector, we need to go further.
“Current rules on gambling advertising are no longer fit for purpose. Promotions now saturate television, social media and influencer marketing, exposing children and young people as a matter of course. This must change, and stronger restrictions are now urgently needed to reduce harm.”
A government spokesperson said: “The government does not currently have plans to legislate for restrictions to gambling advertising. However, we recognise that more work needs to be done to ensure that gambling advertising does not lead to harmful gambling.”
Sources:
“Reformists call for advertising intervention as first step to restore trust in UK gambling”, sbcnews.co.uk. January 5, 2026
“UK ministers face increased pressure to restrict gambling ads”, theguardian.com. January 1, 2026
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