UK Researchers Demand Total Ban on All Gambling Advertising Channels

The debate surrounding gambling advertising in Great Britain has reached a new peak of intensity. A group of renowned academics has joined forces to push the government in London toward a drastic measure. The Local Health and Global Profits (LHGP) consortium, coordinated by the University of Bath, is calling for a comprehensive ban on all gambling advertising across all channels. In doing so, the experts go far beyond the current plans of the Department for Digital, Culture, Media and Sport (DCMS), which primarily focus on unlicensed operators.

The researchers argue that merely restricting sponsorship deals is insufficient to protect the population from gambling-related harms. In their submission to the DCMS consultation, which closed on September 9, they make it clear that the line between legal and illegal providers often blurs for the consumer. The presence in professional football is particularly criticized, as visibility for young people is highest there. The scientists are demanding a fixed start date for the total ban before the beginning of the 2027/2028 football season.

Numbers and facts

The LHGP consortium is not a small interest group but a £9 million research initiative funded by UK Research and Innovation (UKRI). It brings together experts from the universities of Bath, Cambridge, Edinburgh, and Sheffield. They support the urgency of their demand with alarming data from the current season. According to their research, a total of over 27,000 gambling messages were identified during the opening weekend of the English Premier League. In a single match, more than 5,000 such messages were counted, meaning that about one-third of the entire live broadcast contained at least one betting or casino advertisement.

Dr. Nason Maani, Deputy Director of the LHGP, finds clear words for the industry's strategies:

„The gambling industry, like other health-harming industries before it, has a well-documented history of using delay and lobbying tactics to weaken or block regulation that threatens its commercial interests. Government must ensure the timeline for introducing this ban is not diluted or delayed by industry pressure.“ - Dr. Nason Maani, Deputy Director of the LHGP consortium

Background

A central point of criticism is the so-called balloon effect. The researchers warn that gambling companies simply shift their marketing expenditures to alternative channels when a specific form of advertising is banned. This is already evident with clubs like Everton, which continue to maintain contracts with providers like Stake despite a voluntary waiver of front-of-shirt sponsorship, with the logo now appearing on the sleeves. The shift into the digital space is particularly concerning. Through the use of algorithms and nudge tactics—subtle psychological pushes—operators can target their audiences much more precisely and aggressively today than through classic pitch-side advertising.

The gambling industry itself, represented by the Betting and Gaming Council (BGC), supports the ban on unlicensed providers but resists restrictions for legal companies. Providers like Entain, owner of Ladbrokes and Coral, had previously tried in vain to obtain a voluntary waiver of advertising at Premier League clubs cooperating with unlicensed bookmakers. The fact that clubs like Sunderland AFC nevertheless enter into partnerships with crypto-casinos like Shuffle, which do not hold a UK license, further fuels the scientists' calls for a ban.

Why it matters for German players

For German players, the British debate is an important signal. In Germany, the State Treaty on Gambling 2021 (GlüStV 2021) is already significantly more restrictive than current British laws. Advertising for online casinos is tied to strict conditions to ensure youth protection. German customers should urgently ensure they only play at providers listed on the official GGL whitelist. Only these operators adhere to statutory protection measures such as the cross-provider deposit limit of 1,000 euros per month and the maximum stake of 1 euro per spin on slots. The networking through the LUGAS system ensures that these limits are actually enforced. Those who play at unlicensed providers without the GGL seal not only face legal risks but also waive the safety mechanisms established in Germany, such as the OASIS exclusion system.

What it means for GGL-licensed casinos

Casinos with a license from the Gemeinsame Glücksspielbehörde der Länder (GGL) are already under strict observation. If the demands in Great Britain prevail, it could also trigger a new wave of regulation in the EU and specifically in Germany. Licensed providers are already struggling with competition from the black market, which does not adhere to advertising bans or stake limits. A complete advertising ban, as proposed by the LHGP consortium, would further restrict the visibility of legal offers and could even make channeling into the black market more difficult if players can no longer distinguish legal offers from illegal ones. The GGL will closely monitor such international developments to maintain the balance between player protection and market viability.