Growing public unease over the scale and reach of gambling promotion is placing renewed pressure on UK ministers to consider tighter restrictions on advertising, sponsorship, and digital marketing, according to recent polling and regulatory developments. While gambling itself remains legal and widely used, surveys suggest confidence in how the sector is overseen is weakening, with advertising emerging as the most visible source of frustration.

Research conducted by the think tank More in Common and commissioned by campaign groups opposing gambling promotion points to a clear shift in attitudes. The polling, published in a report titled Ending A Losing Streak and cited by The Guardian, found that 70% of respondents favor tougher controls on gambling advertising and sponsorship. More than a quarter of those surveyed said gambling companies should be barred from promoting themselves entirely.

Former Conservative leader Iain Duncan Smith, who wrote the foreword to the report, said: “The report shows that tougher regulation of the gambling sector would not only be uncontroversial but would carry strong public support from voters across the political spectrum.” He added, “If we are to protect the next generation from gambling harm, we must act.”

The findings suggest that concern is driven less by opposition to gambling itself than by fatigue with constant exposure to marketing. Respondents across political and social groups reported noticing a sharp increase in gambling promotions on television, online platforms, and through sports sponsorships. Many described feeling overwhelmed by advertising that appears in everyday settings, including social media feeds and mobile apps.

Children’s exposure emerged as a central concern. More than two-thirds of those surveyed said people under 18 should not see any gambling advertising. Sports sponsorship, particularly in football, drew significant criticism, with around half of respondents supporting a ban on gambling branding in the sport.

Confidence in regulation and oversight erodes

Beyond advertising volume, the research highlights declining trust in the institutions responsible for regulating gambling. Only about a third of respondents said they trust the Gambling Commission to oversee the sector effectively, while roughly half reported little or no confidence in the regulator. Industry-funded harm prevention bodies also faced skepticism, with some participants questioning whether organizations financed by operators can act independently.

Public messaging campaigns were frequently viewed as ineffective. Some respondents described slogans such as “When the Fun Stops, Stop” as superficial, suggesting they function more as brand protection than as genuine safeguards against harm.

Campaigners argue that advertising has become the clearest symbol of these broader regulatory shortcomings. Will Prochaska, director of the Campaign to End Gambling Advertising, said: “This study shows deep public concern about the gambling sector and a strong appetite to protect children from gambling ads. We urge the government to start by banning all gambling ads and content from children’s social media and computer games.”

Labour MP Beccy Cooper echoed calls for further action, saying: “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.”

Regulatory changes and political pressure

The push for reform comes alongside recent regulatory action targeting overseas gambling operators. From September 1, 2025, amendments to the Committee of Advertising Practice Code closed a loophole that had allowed non-UK-based operators to market to British consumers under looser rules. The change means all licensed operators, regardless of location, must follow the same standards when advertising on social media, video platforms, and apps aimed at UK users.

Dr. Raffaello Rossi of the University of Bristol welcomed the move, calling it an “important, though long overdue” step. Despite these developments, advertising remains largely untouched by broader reforms that have included lower online slot stakes, a statutory levy for addiction treatment, and higher taxes announced in the November budget. Gambling companies voluntarily adopted a “whistle-to-whistle” code in 2019, limiting ads during daytime sports broadcasts and dedicating 20% of advertising to responsible gambling messages. Even so, estimates suggest annual marketing spend remains high, with figures ranging from £1.15bn to £2bn.

As pressure builds from campaigners, MPs, and local authorities, advertising reform is increasingly viewed as a low-risk political step that could restore public confidence. For many respondents, reducing the constant presence of gambling promotions represents a practical starting point for addressing wider concerns about harm and oversight.