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The Betting and Gaming Council has pushed back against calls for a blanket ban on gambling advertising, arguing that such a move would not make betting disappear.
The criticism comes after the Local Health and Global Profits consortium urged the Department for Digital, Culture, Media and Sport to extend restrictions beyond unlicensed sponsorships in sport and apply them to licensed operators as well.
LHGP also pressed for tougher rules on digital and online platforms, where gambling ads are most visible.
The BGC insists that licensed firms are already under heavy scrutiny and have gone further with voluntary steps to protect vulnerable groups. A spokesperson told SBC News: “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.”
They added that operators must follow strict rules on age targeting online, while “around 20% of advertising by BGC members is dedicated to safer gambling messaging.”
BGC warns about potential black market advantage
The BGC repeated its concern that tighter restrictions on licensed operators could hand more ground to the black market.
The trade body has long argued that illegal firms, which pay no tax and contribute nothing to the UK economy, are gaining market share while regulated companies face mounting pressure. A breakthrough came in early 2026 with the creation of the DCMS Illegal Gambling Taskforce, but the BGC says the problem is still growing.
It estimates that unlicensed bookmakers could take up to £800m in bets during the current Premier League season, while by 2028 their advertising spend is expected to surpass that of licensed operators.
A spokesperson explained, “Independent analysis shows advertising spend by licensed operators is falling, while the advertising footprint of the illegal gambling market continues to grow.”
The Council warned that banning ads outright would not remove gambling but instead push consumers toward unsafe platforms.
“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 spokesperson said.
The BGC insists the focus should remain on responsible advertising and tougher action against those who play outside the rules.
