DCMS Opens New Consultation on Unlicensed Gambling Deals

The Department for Culture, Media and Sport has opened a second consultation on banning physical advertising and sponsorship from gambling operators without a British licence.

Good to Know

• DCMS prefers an August 2027 start date.
• The proposal covers sport, music and cultural events.
• Online and broadcast advertising are not included.

DCMS Sets Out Wider Gambling Ad Ban

DCMS plans to use secondary legislation under the Gambling Act 2005 to make promotion of unlicensed gambling operators a criminal offence.

The rule would cover clubs, leagues, venues, events and other organisations displaying physical sponsorship. Kits, pitch boards, programmes, equipment, naming rights and venue infrastructure would all fall within the proposal.

Officials also want the ban to apply outside sport. Music venues and cultural events would face the same restrictions, reducing the chance that unlicensed brands redirect advertising spending into other sectors.

Online and broadcast advertising remain outside the consultation because wider rules would require primary legislation. Licensed white label arrangements are also expected to remain permitted.

DCMS said the policy aims to support consumer protection, market integrity and anti-money laundering controls. Previous reviews have linked some overseas sponsors with criminal groups, while the Financial Conduct Authority has warned clubs about deals involving unauthorised firms.

August 2027 Deadline Under Review

The preferred option would end all covered sponsorships by August 2027, before the 2027 and 2028 football season.

An alternative would allow existing contracts to continue until expiry, with a final deadline in August 2028 for agreements signed before the ban.

DCMS is requesting evidence on contract obligations and lost income, especially from smaller clubs that rely heavily on gambling sponsorship.

Government estimates indicate that about 40% of Premier League clubs worked with unlicensed gambling operators during the 2025 and 2026 season. The consultation follows the Premier League ban on front of shirt gambling sponsors from 2026 and 2027.

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