BGC Rejects UK House of Lords Call for Full Gambling Advertising Ban Over Risks to Consumer Protection

The Betting and Gaming Council has rejected the UK House of Lords Liaison Committee’s recommendation for a comprehensive ban on gambling advertising. Grainne Hurst, CEO of the Betting and Gaming Council (BGC), called the report “deeply misguided” and warned it risks weakening rather than strengthening consumer protection, as reported by Yogonet International.

Hurst pointed out that Britain already maintains strict rules governing gambling advertising, specifically to protect children and vulnerable people. BGC members have gone further with a whistle-to-whistle ban during live sport and added restrictions on digital marketing.

The Threat of Illegal Gambling and Operator Distinctions

Hurst said the report’s treatment of the illegal gambling market was particularly concerning. She stressed that dismissing the rapidly growing threat from the criminal gambling market simply because it does not fit the conclusions is misguided.

Advertising remains one of the clear distinctions between licensed operators and illegal websites. Licensed businesses must comply with advertising rules, conduct age checks, offer self-exclusion, make safer gambling interventions, contribute through taxes, and fund treatment, prevention, and British sport. “Illegal operators do none of those things,” Hurst stressed.

A blanket ban would remove a key competitive advantage of being licensed while doing nothing to stop illegal operators targeting British consumers. That risk deserves serious consideration.

Why Proportionate Regulation Matters

Hurst pointed to Italy and the Netherlands as examples where advertising restrictions have produced mixed results. Italy introduced a near-total ban years ago yet continues to face a substantial illegal market.

In the Netherlands, where advertising restrictions have been significantly tightened, the gambling regulator has explicitly warned against a total advertising ban. Only around half of gambling expenditure is currently taking place with licensed operators.

The BGC supports robust advertising rules provided they are proportionate and evidence-led. This stance recognizes the fundamental difference between tightly controlled legal operators and illegal operators who ignore every rule. Policymakers must now ensure any changes address the illegal market directly rather than erode the licensed sector’s safeguards.

Reporting: Yogonet International

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