The All-Party Parliamentary Group (APPG) on Gambling Reform has released a groundbreaking report that could signal the end of the current gambling marketing era in the United Kingdom.
Developed in partnership with Peers for Gambling Reform (PGR), the “Growing up in the online world” study calls for a near-total prohibition of gambling advertisements across all primary media channels.
A Public Health Approach to Marketing
The report advocates for a radical shift in how the state views gambling acquisition. Among the most stringent recommendations is a total ban on gambling advertising during the pre-9 p.m. curfew, which would apply to television, radio, and both paid and unpaid internet ads.
Furthermore, the Group suggests ending all sports sponsorships (with the exception of horse racing) and clearing stadiums of any visible gambling-related branding.
The APPG is particularly focused on digital exposure for minors, suggesting:
- Influencer Bans: Prohibiting streamers on platforms like Twitch and Kick from promoting gambling.
- Video Game Restrictions: Banning all gambling marketing within PEGI-rated games under 18.
- Incentive Restrictions: Eliminating the use of “free bets,” “free spins,” and “bet boosts” as acquisition tools.
Verbatim Demand for Decisive Action
The report emphasizes that the current self-regulatory model has reached its limit and that the government must pivot toward a mandatory, “KYC-for-advertising” model to block illegal offshore operators from reaching UK residents.
Verbatim from the APPG’s final assessment:
“These checks, already standard practice in sectors such as banking, could be implemented with minimal burden and would significantly strengthen oversight, enforcement, and the integrity of the regulated market. The government must act fast and decisively. Gambling advertising drives harm, children and young people are particularly vulnerable, and voluntary or self-regulatory measures have consistently failed. A strong, precautionary, and forward-looking regulatory framework is essential to ensure the safety of individuals and communities, prevent preventable harm, and restore public confidence in the governance of gambling in the UK.”
If these recommendations are adopted into law, it could essentially dismantle the primary customer acquisition channels for the UK’s multi-billion pound regulated iGaming sector.
