BGC Warns UK Gambling Advertising Ban Could Help Unlicensed Operators

Calls for a full UK gambling advertising ban have drawn a strong response from the Betting and Gaming Council, with the trade body arguing that licensed brands could lose one of the few tools that separates them from unlicensed gambling sites.

The House of Lords Liaison Committee published its recommendation on September 17, 2026. The committee wants a comprehensive advertising ban as part of a wider public health approach to gambling harm.

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Good to Know

• The House of Lords proposal covers gambling advertising, marketing and large parts of sports sponsorship.
• The recommendation has no automatic legal effect and still requires a government response.
• BGC argues that licensed gambling advertising helps regulated brands compete with unlicensed operators.

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Netherlands Data Adds To Channelization Debate

BGC CEO Grainne Hurst pointed to overseas gambling markets when rejecting the proposed UK ban, particularly Italy and the Netherlands.

Dutch regulator Ksa has already raised concerns about removing gambling advertising completely. Dutch GGR based channelization dropped below 50% during the first half of 2025, meaning less than half of gambling spend went through licensed operators even though player based channelization remained much higher.

The Netherlands has instead tightened gambling marketing through restrictions on untargeted advertising and rules aimed at limiting exposure among younger and vulnerable groups.

Hurst said:

“There are important lessons from overseas which should not simply be ignored.”

Italy provides another comparison. The country introduced a broad gambling advertising and sponsorship ban through the 2018 Dignity Decree, covering major media and sports sponsorship channels. Authorities still continue blocking gambling websites that operate without local authorization.

BGC Focuses On Licensed Operator Protections

Hurst argues that gambling advertising cannot be separated from the wider regulatory differences between licensed and unlicensed operators.

Licensed UK companies must carry out age checks, offer self exclusion options and follow safer gambling and advertising requirements. Unlicensed gambling operators can avoid those rules while still reaching British players online.

“Illegal operators do none of those things,” Hurst said.

Advertising therefore remains part of the channelization debate. BGC believes removing licensed advertising could make regulated operators less visible without stopping overseas sites from targeting UK consumers.

“A blanket advertising ban would remove a key competitive advantage of being licensed and regulated while doing nothing to stop illegal operators targeting British consumers. That risk deserves serious consideration, not dismissal.”

Hurst also rejected the idea that BGC opposes tighter gambling advertising controls altogether.

“None of this is an argument against robust advertising rules. It is an argument for proportionate, evidence-led regulation which recognises the fundamental difference between businesses operating within one of the most tightly controlled sectors of the economy and illegal operators who ignore every rule.”

Lords Take Different View On Gambling Harm

The House of Lords Liaison Committee reached a different conclusion.

Its follow up report describes a comprehensive gambling advertising ban as the most effective policy option for reducing gambling harm. The committee also questioned industry arguments that tougher advertising restrictions would automatically send players toward unlicensed sites.

Existing voluntary rules already restrict some gambling marketing. BGC members introduced a whistle to whistle ban during live sport and additional digital advertising controls.

“Britain already has strict rules governing gambling advertising, specifically designed to protect children and vulnerable people. BGC members have gone further, introducing the whistle-to-whistle ban during live sport and additional restrictions on digital marketing.”

Hurst called the House of Lords recommendation “deeply misguided.”

“This is a deeply misguided report which risks weakening, rather than strengthening, consumer protection.”

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