Gambling Advertising

Debate between Esther McVey and Alex Ballinger

Thursday 23rd April 2026 Westminster Hall

[Alex Ballinger]

I am terribly sorry to hear my hon. Friend’s story about her constituent. It does sound like another failure of the self-exclusion system. We have heard similar stories in other places; I met one person with lived experience in Portsmouth, who signed up to self-exclusion but was able to gamble away his life savings in several shops that were not enforcing the rules properly.

The principle of credible evidence being shown—as it was with the tobacco industry and the junk food industry—should also be applied to our restrictions on gambling advertising. That is why our report calls for a significant intervention and a step change in how gambling advertising is regulated in this country, with protections for children and young people at its core. As shown in Northern Ireland, that is an approach that the UK public strongly support. According to polling, 65% of the public want stricter regulation of the gambling industry, and 68% say that under-18s should not see gambling advertising at all.

Let me highlight some of the key recommendations from our report. We recommend an end to gambling advertising before the 9 pm watershed, as part of a broader effort to reduce children’s exposure across TV and radio. We recommend an end to gambling sponsorship in sports, with the exception of horseracing and greyhound racing. Research by the University of Bristol in 2025 found that football fans were exposed to more than 27,000 gambling messages during the opening weekend of that year’s premier league—nearly triple the number in 2023. We recommend an end to content marketing and influencer-led promotion, where gambling is embedded in entertainment formats, making it particularly difficult for children and young people to recognise when they are being advertised to. Finally, we call for stronger enforcement, particularly of unlicensed operators, alongside greater transparency across digital advertising, including the introduction of “know your customer” requirements.

The current system has allowed commercial interests to outweigh sensible protections for children and young people, and we have a duty to change that. We have a duty to ensure that children are not routinely exposed to advertising for an activity that carries well-evidenced risks. We have a duty to support those experiencing harm, rather than allowing a system that can actively undermine recovery. And we have a duty to ensure that regulation keeps pace with the reality of the modern advertising landscape. This is not about being anti-gambling; it is about being proportionate, responsible and evidence-led. It is about recognising that when an industry invests billions in marketing, there are consequences, and those consequences are felt most clearly by children and young people.

This issue can be resolved now. The evidence is already there. The public concern is enormous. As the APPG report sets out, the Government have many of the powers they require to act; the question now is whether we are prepared to use them. I hope the Minister—she is not the Minister for gambling, so I appreciate her coming here today—will reflect carefully on our findings and share them with the Minister for gambling. I also hope Ministers will reflect on the case the report makes for a more precautionary public health-led approach that places the protection of children and young people at its heart.

I would be grateful if the Minister could tell us in her response what assessment the Government have made of the cumulative impact of gambling advertising exposure, particularly on children and young people; whether further action is being considered to reduce that exposure across sport, broadcast and online environments; and how the Government intend that regulation to keep pace with emerging forms of advertising, including content marketing and influencer promotion.

This is an opportunity to take a more coherent and forward-looking approach that reflects both the evidence and the expectations of the public.

[Esther McVey (Tatton) (Con)]

I have listened with great interest, but is it not true that the hon. Gentleman has been written to on numerous occasions by the Gambling Commission for a misuse of their figures? Although I agree with some of the things he says, I am rather concerned that if that is the case, some of the figures he is citing here in Parliament, which will be reported in Hansard, are also not correct.

[Alex Ballinger]

I am afraid that is not correct. The Gambling Commission has not written to me challenging my figures. Members of the gambling industry have written to the all-party group challenging some of the figures in other reports, but our figures are from the Gambling Commission’s own survey on children and young people. The statistics I have pulled out today are directly from that survey, and no one is challenging those statistics.

[Esther McVey]

Three times they have written to you.

[Alex Ballinger]

They have not written to me.

We need to properly safeguard the next generation from gambling advertising that aims to normalise an activity that has been proven to be extremely harmful, and something that the Government have the power to act on today.

--- Later in debate ---

[Alex Ballinger]

Thank you, Mrs Harris. I thank all Members who have joined in this lively debate: the hon. Member for Bridlington and The Wolds (Charlie Dewhirst), my hon. Friend the Member for Worthing West (Dr Cooper), the Minister, the shadow Minister and the Liberal Democrat spokesperson. We have covered a lot of issues and it has been one of the few debates in which we have had an exchange of views rather than of party political positions, so I appreciate that.

I will respond to the comments of the right hon. Member for Tatton (Esther McVey). I have not seen that correspondence, but she seems certain that I have received it, so I will go back and check.

[Esther McVey]

It is on the record.

[Alex Ballinger]

I will check, but I think my hon. Friend the Member for Worthing West responded on what the all-party group may have said.

I should say very briefly that there seems to have been a big debate about the unregulated market and the regulated market. I think that is important. There were questions about the size of the unregulated market, and some of that is in our report, which I have just looked at: it is approximately 9% of the online space, with 700 operators, according to Yield Sec. As everyone has said, that is largely driven by the unregulated market going after people who have been banned by GamStop.

[Esther McVey]

Will the hon. Member give way?

[Alex Ballinger]

I will not give way at this point, because I am just wrapping up—

[Esther McVey]

I will give you the information that you don’t have—

[Alex Ballinger]

It is in the report. I have just told you.