Gambling adverts used to pop up nonstop during live matches. Regulators and sports bodies decided this barrage isn’t healthy. Here’s a rundown of five changes shaping how gambling shows up on UK screens.

From September 1st 2025, all licensed betting operators, whether based in Gibraltar or Manchester, must follow the same marketing rules. Ads have to protect under-18s and cannot suggest that gambling solves money problems. A recent update to the industry code also requires that one fifth of all eligible adverts carry safer gambling messages and digital campaigns use 25+ age targeting.

This crackdown, along with strict enforcement of the socially responsible advertising rules published by the Advertising Standards Authority, means meme-heavy campaigns that once slipped through are no longer tolerated. Many fans looking for regulated alternatives without the shady tactics of some brands have started trying non gamstop betting sites, which hold UK licences but sit outside the voluntary self-exclusion system, thus leaving play unencumbered.

The partial television ad ban introduced back in 2019, known as the whistle-to-whistle restriction, remains in force. It stops gambling commercials from airing five minutes before kick-off through to five minutes after the final whistle on live sports before the watershed. A University of Sheffield study found the ban reduced ads by roughly two and a half spots per match, especially at half-time. There’s still the odd ad just before play starts, and pitch-side hoardings and sponsorships are exempt, but the relentless stream of mid-game betting odds has largely disappeared.

Sports bodies have also tightened up sponsorship deals. In July 2024, the Premier League, EFL, FA and Women’s Super League signed a code of conduct for gambling sponsorship that applies from the 2024/25 season. It says gambling sponsorships must be designed to protect youths, carry responsible gambling messages, reinvest part of the money into grassroots sport and never undermine the integrity of competitions. That’s why the league will phase out front-of-shirt betting sponsors by 2026. You’ll still see logos on sleeves or advertising boards, but shirt fronts will soon feature other brands.

Another change that players feel directly is the stricter marketing consent rules. Since May 1 2025, operators need explicit permission for each product before sending promos. Instead of ticking a box once and getting bombarded with emails and push notifications, you can choose which games and offers interest you. Operators who ignore this risk hefty penalties.

Finally, a statutory gambling levy introduced in April 2025 requires companies to fund treatment for problem behaviours and prevention programmes. At the same time, the Gambling Commission is trialling light-touch financial vulnerability checks to make sure people aren’t betting beyond their means.

Media companies are adapting too, some have moved betting spots to late-night schedules or are using ad-replacement tech to avoid showing them during family viewing. Advanced Television recently explored how broadcasters are adjusting ad schedules and programme filters.

The combined effect of these rules is subtle on screen but significant behind the scenes. Sports broadcasts feel a bit less like rolling gambling billboards, and operators know that they can’t take punters for granted. That’s just how it is here now: gambling is still part of sport, but it’s finding a quieter corner so the game can take centre stage.

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Categories: Advertising, Articles, Broadcast

Tags: advertising, UK