70% of Britons back stricter gambling ad controls as 2026 brings mounting political pressure for advertising bans across the UK.
After years of unfulfilled promises and mounting criticism, Britain’s approach to gambling promotion stands at a crossroads.
With 70% of the public backing stricter controls and politicians facing renewed pressure, 2026 could mark a defining shift in how betting companies market their services to British players.
From Political Pledges to Reality, The Gap Widens
Fresh polling reveals overwhelming support for advertising restrictions, while London’s transport network continues to generate millions from betting promotions. The disconnect between government promises and implementation has reached a breaking point, with substantial regulatory changes predicted. UK players remain caught in an escalating debate about protection versus choice.
When London Mayor Sadiq Khan pledged in 2021 to ban gambling advertisements from Transport for London, the commitment seemed straightforward. Yet four years later, gambling firms have spent nearly £5 million advertising on TfL vehicles and stations, with over 500 campaigns launched.
City Hall cites concerns about legal challenges without a national definition of ‘harmful gambling’. This contrasts with Khan’s earlier action on junk food advertising. Critics note that over 80 councils across England have banned gambling promotions without legal difficulties. Seven London boroughs have joined the Coalition to End Gambling Ads, urging independent action rather than waiting for Westminster.
Public Opinion Shifts: 70% Back Restrictions
Research by More in Common reveals that 70% of respondents support stronger restrictions on gambling promotion and sponsorship, with 27% backing complete advertising bans. The study, titled ‘Ending A Losing Streak,’ identifies advertising reform as the most immediate way to rebuild public trust.
Child exposure emerged as a primary concern. Research shows that 62% of 11 to 17-year-olds have seen online gambling ads, while 64% reported seeing offline promotions. Former Conservative Party leader Iain Duncan Smith argues that tougher regulation would enjoy widespread support across political divides.
Government Response Comes With No Immediate Plans
Despite pressure, UK ministers face increased calls to restrict gambling ads but have no current plans to legislate. A government spokesperson stated, “We recognize that more work needs to be done. We are working with the industry to ensure children and the most vulnerable are protected“. The Betting & Gaming Council defends current practices, noting advertising operates under strict guidelines and that previous research found no causal link between ad exposure and problem gambling. However, this gambling news highlights a broader trend: remote gaming duty on online casinos will rise from 21% to 40% from April 2026.
For UK players, these developments signal potential changes to your gambling experience. Regulatory tightening aims to protect vulnerable individuals but may affect promotional offers and marketing you encounter. Proposed restrictions would primarily target advertising visibility rather than gambling itself. You may see fewer betting promotions during sports broadcasts, reduced social media marketing, and limited sponsorship deals.
However, access to licensed operators and your ability to gamble responsibly would remain unchanged. Britain’s previously criticized advertising standards may finally receive the overhaul reform advocates have demanded.
Casinoplusbonus Opinion
This debate presents valid concerns from multiple perspectives. Protecting vulnerable individuals, particularly young people, from excessive marketing represents a legitimate public health objective. The polling demonstrates genuine public concern about advertising saturation. However, the industry’s concerns about driving players toward unregulated operators carry weight. Balanced regulation that protects vulnerable individuals while preserving adult choice appears to be the optimal path forward.
The current uncertainty serves neither players nor the industry well. Britain needs clear, evidence-based policies rather than perpetual delay followed by potential overreaction.
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