BGC Rejects Complete Gambling Advertising Ban Over Black Market Risks
The BGC opposes a full ban on UK gambling ads, citing already strict rules and 20% of member ads focused on safer gambling. Such a ban would not end gambling but accelerate black market growth, projected at £800m in Premier League bets this season and outspending licensed operators by 2028.
SCCG Take — Further limits on compliant operators would tilt the market toward unregulated actors. Enforcement against illegal gambling must take priority to protect consumers without unintended competitive distortion.
The Betting and Gaming Council (BGC) has criticised proposals for a complete ban on gambling advertising. The Local Health and Global Profits (LHGP) research consortium has urged the Department for Digital, Culture, Media and Sport (DCMS) to extend its potential ban on unlicensed operators’ sports sponsorship to the licensed sector and to broaden restrictions to online and digital platforms.
A BGC spokesperson told SBC News that 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. 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.
Black Market Expansion Under Pressure
The BGC has repeatedly warned that regulated operators face increasing pressure while the black market grows. The illegal gambling market is expected to take up to £800m in bets across the current Premier League season. Advertising spend for unlicensed operators will exceed that of the licensed sector by 2028.
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.
Limits of Prohibition
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. A complete ban would not eliminate gambling but would expose consumers to platforms lacking any safeguards. Regulators must therefore target enforcement at the unlicensed market to avoid distorting competition without addressing underlying demand.
Reporting: SBC News
Generated by SCCG’s automated editorial system from published source reporting. SCCG Management holds editorial responsibility.
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