Report finds public support for tougher gambling advertising rules in Britain
January 13, 2026
A new report suggests that many people in Britain are increasingly comfortable with the idea of tighter gambling rules, particularly around advertising. The research, entitled ‘Ending a Losing Streak’, was carried out by the think tank More In Common, alongside the Coalition to End Gambling Ads. It is based on public responses about gambling habits and where people most often encounter betting promotions. As gambling brands have become a more familiar part of everyday life, especially on television, online, and through sport, advertising has emerged as one of the main issues shaping opinion.
One of the strongest impressions from the findings is just how noticeable gambling advertising now is. Almost two-thirds of Britons say they see more gambling adverts on television than they did in previous years. Similar numbers report increased exposure online and during sporting events. This sense of visibility goes beyond screens. Respondents also referred to betting shops, posters and sponsorships appearing across towns and local venues.
That level of exposure appears to have had an effect on how people think about their options. While the report itself looks at advertising volume rather than individual operators, it reflects a market where players increasingly compare platforms based on access, features and how they are presented. Within that wider discussion, some players are aware of alternatives such as non GamStop casinos for UK players, often mentioned in industry coverage as operating outside the UK self-exclusion scheme. Players typically choose these platforms because they offer fewer account restrictions, different bonus terms, and access to operators based outside the UK. Their presence sits alongside more traditional options and illustrates how visibility and branding influence perceptions of choice.
The report highlights agreement across political affiliations, from Reform voters through to Green supporters, that gambling advertising shown to those below the legal age to gamble is unacceptable. Some respondents described this exposure as building familiarity with betting brands early on, even when no direct encouragement to gamble is involved.
The report also offers a snapshot of how people gamble. More than two in five respondents say they gamble sometimes or regularly, with the National Lottery remaining the most common choice. Online sports betting also features heavily, with 38 per cent saying they place bets on football or horse racing at least once a week. These habits help explain why advertising remains so prominent. Operators compete in a busy market, and staying visible still matters.
Advertising concerns extend into physical retail spaces as well. 55 per cent of those surveyed believe lottery tickets and scratchcards should be kept out of sight of young people, in a similar way to cigarettes. Respondents described these displays as easy to overlook, but still influential. For some, they reinforce gambling as an everyday purchase rather than a restricted activity.
Placed alongside wider public attitudes, the report suggests that gambling has become tied to broader frustrations about government and regulation. Many people told researchers they do not feel political decisions reflect the pressures of everyday life, and gambling policy has started to sit within that wider debate. While gambling itself remains a normal part of life for many, there is growing clarity about where the public expects limits to be drawn, particularly when it comes to advertising.