A recent British public opinion poll has brought the public's dissatisfaction with gambling advertisements to the forefront. The report indicates that the public is increasingly uneasy about the pervasive nature of gambling promotions, putting real pressure on British ministers to "tighten up" on advertising, sponsorships, and digital marketing. Although gambling itself is legal, confidence in the regulation of the industry is waning, and the ubiquitous advertisements have become the most glaring "venting point".
Public opinion is clear: 70% demand "real action"
The report, released by the think tank "More in Common", reveals a clear shift in public attitude. Data shows that up to 70% of respondents support tougher controls on gambling advertising and sponsorships. More than a quarter of the public takes an even more radical stance, believing that gambling companies should be completely banned from any self-promotion. Many complain that whether watching TV, browsing on phones, or even attending a football match, gambling ads are everywhere, making them feel constantly surrounded by these messages, which is exhausting.
Core issue: Protecting children is the top priority
Beyond general ad fatigue, the survey highlights a deeper anxiety: child protection. Over two-thirds of respondents firmly believe that minors under 18 should not be exposed to any gambling advertisements. Gambling sponsorships in football and other sports have become a major target, with about half of the respondents supporting a complete ban on gambling brand exposure in sports. It seems that protecting the next generation from inducement has become a social consensus, and everyone feels that this "firewall" must be built higher.
Trust crisis: Regulatory authority's credibility questioned
The report also sounds another alarm: public trust in the regulatory system is eroding. Only about one-third believe that the UK Gambling Commission can effectively oversee the industry, while nearly half have little confidence in it. Even the "harm prevention agencies" funded by the industry are under scrutiny, with people doubting whether they can remain independent and fair due to "the hand that feeds them". Some respondents sharply point out that public service slogans like "When the fun stops, stop" sound more like superficial efforts to protect brand image rather than genuine protective barriers.
Call for reform: Advertising overhaul seen as a politically low-risk option
Faced with such strong public opinion, MPs and activists from all parties are intensifying their calls. As PASA's official website points out in discussing industry compliance trends, effective regulation must keep pace with the times and respond to genuine public concerns. Although the UK has patched loopholes from September 2025, requiring all operators targeting UK users to comply with uniform advertising standards, compared to other reforms (such as lowering online gambling limits and establishing statutory taxes for addiction treatment), the advertising sector is still seen as a tough "bone to chew".
As pressure from the public, parliament, and local governments continues to build, reforming gambling advertising is seen as an option that can quickly restore public trust and carries low political risk. For most people, reducing the "forced presence" of gambling ads in everyday life is the most direct and practical starting point for addressing broader industry harms and regulatory failures. After all, the direction of public opinion could not be clearer.
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This article is from "PASA-Global iGaming Leaders," a gambling industry news channel:https://t.me/pasa_news
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