The UK’s Betting and Gaming Council (BGC) has slammed proposals for a complete ban on gambling advertising following lobbying by the Local Health and Global Profits (LHGP) research consortium.
LHGP has called for the Department for Digital, Culture, Media and Sport (DCMS) to go one further and extend its potential ban on unlicensed gambling operators’ sponsorship in sport to the licensed sector.
The group has also called for the restriction on gambling advertising to expand to online and digital platforms, where gambling marketing is particularly common.
However, the BGC feels that regulated operators in the UK already have enough pressure on them as it is, and are already doing what they can to toe the line of regulatory bodies.
“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,” a BGC spokesperson told SBC News.
“Licensed operators must comply with strict advertising rules, including enhanced age targeting online, while around 20% of advertising by BGC members is dedicated to safer gambling messaging.”
BGC continues to bang the drum
The BGC has continuously pointed towards the increase in black market activity as regulated operators have their market share reduced by firms who do not contribute to the UK economy.
It has been banging this drum for some time now without much success, though a big breakthrough came at the beginning of 2026 when the DCMS’ Illegal Gambling Taskforce was established in an attempt to reduce the prevalence of black market bookmakers.
However, the BGC has noted that the black market is still on the rise, and estimates that the illegal gambling market is expected to take up to £800m in bets across the current Premier League season, while the trade body estimates that advertising spend for unlicensed operators will exceed that of the licensed sector by 2028.
Importantly, it has noted that a complete ban would not make gambling go away, but rather further expose consumers towards these illegal platforms.
The spokesperson continued: “Independent analysis shows advertising spend by licensed operators is falling, while the advertising footprint of the illegal gambling market continues to grow.
“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 focus should be on ensuring advertising remains responsible and properly regulated, while taking much tougher action against illegal operators who play by none of the rules.”