Home  › News  › Rules and licensing

Public health researchers push for wider UK betting advertising ban

A research group tells the government that targeting unlicensed firms alone will not reduce gambling harm.

Written by the BettingEdgeHub desk, 14 September 2026

Public health researchers want the Department for Culture, Media and Sport to expand its proposed advertising restrictions. A public health research consortium submitted its response before the recent consultation closed. The group argues that a ban focused only on unlicensed operators will fail to lower gambling harm.

The balloon effect worry

Researchers point to the balloon effect where restricted companies simply move their marketing budgets into other open channels. If authorities block advertising from unlicensed sites, firms will likely shift spending elsewhere. The group believes total exposure remains high unless all forms of marketing face strict limits.

Heavy exposure numbers

The submission highlights massive marketing figures across British sport including thousands of gambling messages during a single football weekend. Most young people recall seeing betting promotions regularly. High risk players continue to generate a major portion of total industry profits.

Industry pushback

The Betting and Gaming Council takes a different view on how regulation should work. Trade body leaders want authorities to crack down harder on illegal operators who pay no taxes. Regulated companies emphasize their massive financial contribution and employment numbers across the country.