Independent research that we commissioned reveals that people are satisfied with the way gambling advertisements are regulated. They approve of how the rules are applied, which is in line with our objectives to protect young people and vulnerable adults.

We’ve reviewed our position on gambling advertising in light of changes to the law which, in 2007, allowed greater freedom to advertise gambling products. As a result, the number of gambling ads has increased significantly. The law recognises that gambling is a legitimate leisure activity but one that needs to be properly regulated to protect against harm. It was timely, therefore, to conduct a review to determine whether our decisions on complaints about gambling ads have been set in the right place.

As part of the Review we commissioned an independent agency, Research Works Ltd, to look into the public’s views on gambling advertising. We also scrutinised all our decisions on gambling advertising complaints from the past year.

The research revealed that, in nearly all instances, our decision-making was in line with public opinion. Respondents also broadly considered that the UK advertising rules appropriately covered their concerns about when gambling ads should appear and what they can contain.

The wider review has identified some advertising issues that warrant further consideration.

These include:

  • Concerns over whether gambling sales promotions are always clearly and accurately advertised;
  • Whether some ads indirectly feature themes that link gambling to toughness, resilience and recklessness (all of which are prohibited by the rules), and
  • If we can take more proactive steps to challenge potential breaches of the rules not raised by complainants

In response to these issues, we’ll now prioritise potential breaches relating to sales promotions in gambling ads; be more proactive on issues relating to social responsibility and continue to work closely with the Department for Culture Media and Sport and the Gambling Commission to ensure a joined up approach.

Guy Parker, Chief Executive, said: “We’re pleased our decisions are in line with people’s opinions but we’re not complacent: there are areas we need to examine further as part of our commitment to ensure every UK ad’s a responsible ad.”

Read the independent research report - Public Perception of Gambling Advertising in the UK 

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