A new public opinion study warns that the gap between public tolerance for gambling and hostility toward its pervasive marketing is widening across the United Kingdom.
While most Britons do not oppose gambling on moral grounds, many believe the industry’s visibility has “crossed a line” and that regulators have failed to keep pace with the saturation of betting promotions.
Fatigue with “Bombardment”
The report, Ending a Losing Streak, conducted by think tank More in Common for the Coalition to End Gambling Ads (CEGA), challenges industry narratives about public support. It found that frustration is driven not by the act of gambling itself, but by the inescapable nature of its advertising. Respondents across all social demographics described feeling “bombarded” by marketing on TV, online platforms, and even food-delivery apps.
The study drew frequent comparisons to tobacco advertising, with a majority of participants favoring similar restrictions. “More than two-thirds of respondents said under 18s should not see any gambling advertising at all,” the report noted, while half supported a complete ban on sports sponsorship, arguing it has normalized betting to the point of inseparability from match coverage.
Loss of Faith in Oversight
Beyond marketing, the research highlights a collapse in trust regarding regulation. Only one-third of respondents expressed confidence in the United Kingdom Gambling Commission, with many viewing the current system as one where the industry essentially “marks its own homework”. Public awareness campaigns like “When the Fun Stops, Stop” were dismissed by focus groups as superficial branding exercises rather than genuine safeguards.
A “High-Reward” Opportunity
Reform advocates argue this moment offers a unique political opening. With nearly two-thirds of the public supporting tougher regulation, support that cuts across Labour, Conservative, and Reform voters, stricter controls are seen as a “high-reward” policy with low political risk. For reformers, tightening advertising rules is the critical first step to rebuilding credibility and protecting vulnerable communities.
