UK Gambling Advertising Shrinks as Illegal Operators Expand Online Promotion

Licensed gambling advertising in the United Kingdom continued to decline in 2024, even as unlicensed operators expanded online promotion without regulatory oversight. New independent research points to a widening gap between tightly regulated advertising by licensed firms and aggressive marketing by black market platforms.

The findings add pressure to an already tense debate around consumer protection, online safety, and enforcement priorities.

Good to Know

• Licensed gambling advertising fell again in 2024
• Around one fifth of legal advertising now focuses on safer gambling tools
• Black market operators spend more on advertising than licensed firms

Independent research commissioned by the Betting and Gaming Council found that gambling advertising accounted for 2.7 percent of total UK advertising spend in 2024, down from 3 percent in 2023. The analysis, conducted by Alvarez & Marsal, showed that overall licensed gambling advertising has declined steadily since 2021.

Spending fell 1.7 percent year over year, driven largely by a £30 million drop in television advertising. Licensed operators now devote roughly 20 percent of advertising budgets to safer gambling messaging, including deposit limits, player controls, and access to support services.

The report linked that focus to measurable changes in player behaviour. The most recent Safer Gambling Week recorded a 14 percent increase in customers setting deposit limits and a 22 percent rise in the use of safer gambling tools.

Compliance levels among licensed operators remain high. According to the research, rulings by the Advertising Standards Authority apply to fewer than 0.02 percent of gambling advertisements, reflecting the strength of current advertising rules.

The analysis also outlined the economic role of regulated gambling advertising. Legal promotion supports around 9,900 jobs across advertising, media, and creative sectors, contributes roughly £500 million in gross value added, and underpins about 1,400 full time marketing roles. Licensed advertising also supports free to air broadcasting and funding for grassroots and lower league sport.

At the same time, illegal gambling advertising continues to grow. Unlicensed operators increasingly rely on influencers, search engines, and AI generated content to reach consumers. Many openly promote that they operate outside GAMSTOP, while others impersonate charities and trusted public institutions.

Industry estimates referenced in the report suggest black market gambling sites spend between £500 million and £700 million annually on advertising, exceeding total licensed operator spend.

“This independent analysis shows that gambling advertising by licensed operators is continuing to fall, with spend increasingly concentrated on safer gambling messaging and consumer protections,” said Grainne Hurst. “Our members operate within some of the strictest advertising rules of any industry and continue to raise standards across the sector.”

“By contrast, illegal operators are advertising aggressively online with no safeguards, no age checks and no consumer protections, posing a huge risk to consumers,” she added. “Any serious approach to advertising must be led by evidence and focused on tackling the harmful black market.”

Adam Rivers, managing director at Alvarez & Marsal, also commented on the findings. He said: “We are pleased to have worked with the BGC on this report, which offers an insight into the state of the gambling advertising and sponsorship sector in the UK, based on actual advertising expenditure data from licensed operators.”

Frequently Asked Questions

How much has UK gambling advertising declined?

Gambling advertising fell to 2.7 percent of total UK ad spend in 2024, down from 3 percent in 2023.

What share of legal gambling ads focus on safer gambling?

Around 20 percent of licensed gambling advertising promotes safer gambling tools and support.

How large is black market gambling advertising spend?

Industry estimates place annual spend between £500 million and £700 million.

Are licensed gambling ads closely regulated?

Yes. Fewer than 0.02 percent of ads receive rulings from the Advertising Standards Authority.

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