Gambling ads are slowly becoming part and parcel of a casual TV watching experience. Commercials are now full of inviting casino ads promising easy wins. The gambling industry continues to develop innovative marketing strategies. Some use celebrities to reach a larger audience.

Recent reports in the UK show a causal relationship between exposure to gambling advertising and, according to trusted gambling support services, an increase in gambling-related harms. About 2.5 per cent of adults in the UK have experienced gambling-related problems. Is the move to ban gambling ads on TV a political move or a genuine concern?

State of Gambling Ads on TV

There’s been a significant increase in the popularity of non-GamStop casinos and gambling advertising in the UK, especially around sports events. Research shows that the number of gambling messages during the Premier League’s opening weekend tripled between the 2023-2024 and 2024-2025 seasons.

Furthermore, the number of messages during live broadcasts of six Premier League matches skyrocketed by 240 per cent yearly. Other individual matches in the EPL saw gambling messages reach as high as 6,500, or 30 messages per minute.

Other incriminating stats showing the increase in gambling ads on TV point towards the budget allocated for gambling ads. It’s estimated that gambling operators spend a substantial amount of around £1.5 billion. This highlights the industry’s view of the TV avenue as a quick reach to their target audience.

Some gambling operators argue that there have been substantial efforts in the policy framework to protect gamblers. For example, the United Kingdom Gambling Commission (UKGC) and Advertising Standards Authority (ASA) have a strong mandate to regulate such instances where ads violate written rules.

However, counterarguments point out that these efforts towards self-regulation have failed to create an impact. More argue that the gambling industry is running unregulated, especially with gambling ads targeting both interested and non-interested parties.

Critics argue that reducing these advertisements could reduce the overall harm and mitigate their impact on gambling-related harms. Others argue that public health harm prevention strategies should be implemented to protect children and other vulnerable groups. Increasing awareness of available support, such as trusted gambling support services, is also seen as a key step in addressing the consequences of excessive exposure.

Why Gambling Operators Choose TV

The proliferation of the internet made TV a second favourite media of choice for the public. However, traditional TV manages to reach out to over 56.8 million monthly viewers.

The viewership during sports events reaches a larger target audience. The Premier League accounts for over 40,000 fans per game. This is in addition to domestic leagues, major international tournaments like the World Cup or Euros. These events drew large audiences, including those watching TV reruns for sports fans through on-demand platforms. Hence, placing a gambling ad during kickoff, breaks, or match analysis is bound to reach a large audience.

Furthermore, TV gives a platform for gambling operators to curate ads with an emotional impact. A 30-second casino commercial can reach a million viewers during prime time. This improves the overall look of gambling as it passes for something exciting, fun, and profitable.

The downside to these ads is that they evoke emotions among people struggling with gambling addiction. These ads excite them and encourage them to spend money to win big. Apart from attracting new customers, these ads expose vulnerable problem gamblers to addiction.

Marketing teams behind these ads know precisely what they’re doing. They know the perfect words, videos, and celebrities to use to override rational thinking. Hence, problem gamblers get exposed to their desires for instant rewards.

Impact of Gambling TV Ads on Viewers

There’s a rising concern about the increasing gambling ads on TV and their impact on the gambling community. Empirical studies are being conducted to draw a direct correlation between TV ads and relapse in problem gamblers.

Gambling ads act as a trigger for gambling addicts in recovery. Imagine quitting gambling and seeing a tantalising casino ad promising instant rewards during game time. It’s highly likely to trigger your inner desire to gamble.

Additionally, the impact of these ads goes beyond people having gambling problems. By ignoring the link between mental health and gambling promotions, these ads normalise casino gambling as entertainment. It makes it seem like a harmless, fun, and profitable venture. Not as a dangerous habit that can cause financial loss, estranged relationships, and mental health problems.

There’s substantial evidence that supports restrictions as a means of reducing exposure to gambling advertising. This will likely reduce its potential harm to children and other vulnerable groups. Furthermore, these restrictions could mitigate the impact of advertising on gambling-related harms.

What to Expect

Countries are taking action against gambling ads. We’ve seen European countries like Moldova and Poland ban these ads. However, it remains a bone of contention in the UK. There have been tabled proposals for banning gambling advertisements during prime hours. On the other hand, gambling operators argue that gambling is legal, and so is advertising. Some claim there are responsible gambling messages attached to these ads.

There’s still much scientific research needed to conclude the direct link between the two. It’s a long journey whose outcome won’t come overnight.

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Categories: Advertising, Articles, Broadcast

Tags: advertising, UK