Have Ads for Gambling Gone Too Far?

These numbers are likely to increase, as well as the gambling industry’s annual revenue. The presence of gambling has seeped into every aspect of people’s daily lives – with advertising everywhere.

Just like an addiction to drugs or alcohol, gambling can have devastating effects on a person’s life. It’s important to understand the link between problem gambling and advertising, what the impact of adverts are and what can be done to help people struggling.

The Rise of Gambling Advertisements

Gambling advertisements are increasing. In research performed by the University of Bristol, they found at the start of the Premier League football season, fans were exposed to nearly 30,000 gambling messages. This was a 165% increase from the previous year.

Television watchers are bombarded with betting ads, accounts across social media are full of gambling ads or focused on it and most sports sponsorships are related to gambling firms.

There is growing concern about the influence of advertisements on vulnerable people – especially problem gamblers and children. A report by GambleAware states that only 4% of 11- to 24-year-olds had not been exposed to gambling advertising the month of the survey, showing how common gambling marketing has become.

Gambling has become so pervasive in daily life that there is an ongoing debate asking, “Have gambling ads gone too far?”

The Tactics Used in Gambling Advertising

Gambling companies use many tactics that are effective.

“Risk-Free” and “Bet Boost” Offers

Time-sensitive and risk-free offers encourage people to bet more than they usually would. People believe they are getting a bargain or the odds are in their favour. Taking up these offers may result in an initial win, but it regularly leads to excessive betting and spending more time on apps or websites than you usually would.

Celebrity and Influencer Endorsements

Betting firms regularly recruit sports stars and celebrities to advertise gambling. Using celebrities makes gambling seem glamorous and aspirational – a quick way to achieve a better lifestyle. On social media, there are gambling influencers who are partnered with gambling companies, offering deals and extraordinary odds on events.

In-Game and Live Betting Ads

Seeing betting ads at half-time or noticing advertisements in real life can push people to gamble. Football match goers and TV watchers are bombarded with betting adverts, and this can fuel impulsive gambling as it is advertised as a way for you to become more invested in the sporting event.

Targeting of Vulnerable Groups

Social media runs on engagement. Social media platforms employ algorithms and ad placements in a way that they know it will reach the people who will respond to it. If you follow sports online, betting ads will find you, making exposure for those struggling with gambling addiction much more likely.

Recent Gambling Ad Controversies

Calls have increased to one gambling advertising controversy after another. They include:

• A BBC investigation found that betting firm links were found on junior sections of club websites. Also, the gambling industry target ads to people who play FPL, an online football game that anyone over 13 can play.
• Ladbrokes ads have reached parents through a baby app. There is concern around the inappropriate nature of these ad placements, reaching exhausted parents in a setting that is not correct.
• The Advertising Standards Authority has upheld complaints around betting firms using Father Christmas, Spider-Man and the Monopoly mascot in advertising online betting – figures which appeal to children.

There has been a backlash from the public because of the aggressive nature of gambling advertisements. Research performed by the University of Bristol found that 67% of people believe there is too much gambling advertising, with even higher percentages supporting stricter regulations.

How Gambling Ads Influence Problem Gamblers

Gambling ads can trigger compulsive gambling behaviours with repeated exposure. Temptation bombards you, and it leads you to question why you stopped gambling. Gambling adverts present the act as fun and carefree, and former gamblers may not be in the best place and think, once again, that putting on a bet is a quick fix.

A report from 2021 found that problem gamblers were significantly more sensitive to advertisements. Almost 90% of people with a gambling addiction relapse, so even going through rehabilitation doesn’t mean the journey is over. Constant gambling advertisements make it that much harder.

Personal stories but a face to the evils of gambling. Tracey, the wife of a gambling addict who put them £85,000 in debt, has called for more restrictions. Luke, a gambling addict and father of two, killed himself in 2021 due to gambling.

Regulation of Gambling Advertising: Is it Enough?

Currently, gambling ads have to be age-appropriate (aimed at over 25s) and not be displayed in media where under 25s make up over a quarter of the audience. They can’t suggest gambling solves financial troubles, use athletes or social media influencers or any figure in adverts that appeal to children or encourages irresponsible gambling.

Self-regulation by betting companies is not effective. A university study from 2023 found that 92% of ads they looked at breached the rules.

Proposed restrictions include a digital watershed alongside a TV one – meaning no gambling ads before 9pm. Coming into action in October 2025 is that when making a first deposit, you set a financial limit. The companies have to then remind you every six months, encouraging adjustments.

It is clear that not enough is being done.

Should Gambling Ads Be Banned or Restricted?

The big question remains – should gambling ads be banned?

Many campaigners believe there should be greater restrictions. Many claim that adverts push people into gambling and have undue influence over sport. Research by Swansea University adopted gambling advert techniques to warn against gambling and it led to a significant decline in participants using free bets offers and being sceptical of gambling advertisements.

The UK is far more lenient than other countries. Through a royal decree, Spain imposed restrictions on gambling advertising, which resulted in a permanent decrease in gambling behaviour.

The gambling industry argues that people should have the choice to bet or not, downplaying their influence and that gambling is economically beneficial to the country. Also betting firm sponsorships and spending has grown sports, such as darts and women’s football.

Balanced solutions could exist. In Germany, there is a watershed on all forms of gambling advertisements – reducing the chance of children being influenced. Creating ad-free sports events, banning ads in stadiums and on football kits and outlawing betting incentives are all middle-ground options that may work.

How to Protect Yourself from Gambling Triggers

If you are worried about the impact of gambling advertisements on your recovery, there are ways to reduce your exposure.

Adjust Settings

There are many ways to limit the gambling ads you see online. On Facebook, you can hide ads and sponsored ads and change your ad preferences. On X, formerly Twitter, you can block gambling companies, mute words and phrases and flag ads, so you limit your exposure.

If you use Google for browsing, you can report ads, block specific advertisers and mute ads.

Self-Exclusion

Many sites and venues have tools where you can ban yourself. There is blocking software you can download that can help you manage your access to gambling sites. You can also enter a self-exclusion scheme, which means you can’t gamble in person or online for a set amount of time. If you try to, the gambling business must take steps to prevent you from doing so.

Seek Professional Support

Sometimes, triggers are hard to overcome, and compulsive behaviour follows. If that happens, it’s difficult to deal with, but it is not the end of your journey. Many resources are available to you, including gambling rehab. If you feel you are struggling, then professional support may be the answer, providing you with a clearer path to long-term recovery.

Seeking Help for Gambling Addiction

If you are struggling with a gambling addiction, professional treatment offers an array of options for you.

At Asana Lodge, we offer comprehensive programmes, using several treatments. Therapy, self-exclusion programmes and rehabilitation services are all available to you. The treatment you undergo will be bespoke, giving you the best chance of achieving long-term recovery.

Recovery from gambling is possible, and help is out there for you if you ask for it.

Get Gambling Addiction Support Today

Gambling advertising is entrenched in our society. It fuels gambling in problem gamblers and encourages children to partake, with firms targeting these groups of people.

Not enough is being done, and stronger regulations are needed to protect vulnerable people.

If gambling addiction affects you, seek help now. At Asana Lodge, we can help you start your recovery journey. To learn more about us, call us today at 01908 489 421.