Who’s doing it better? How other countries are tackling gambling advertising
The UK lags behind the rest of Europe on gambling advertising regulation while other countries are limiting their impact. Kate Samuels examines approaches taken in three different countries and explores what the UK can learn to better protect vulnerable communities and reduce gambling-related harm.
‘Gamble responsibly’ and age restriction warnings on the door of a bookmakers
By Kate Samuels | Photo by John Bowden
As gambling adverts saturate all aspects of our lives, the UK lags behind Europe on gambling advertising regulation, while other countries are taking bold steps to limit their impact. So, who is doing it better?
Italy
In 2018, the Italian government banned gambling advertising. From 2019 this has included banning gambling advertising at events, activities, and services. The government has also taken bold steps to protect children by introducing age verification for amusement machines. The ability to use fines to deter gambling advertising has already helped redivert money to address gambling harms. One example is the penalty of 1.35 million euros handed to social media platform X in 2024 for breaking gambling advertising rules. Banning gambling advertising outright could be a radical solution to break the high tax percentages that governments often receive from gambling companies which makes them less likely to reform gambling advertising despite health warnings from the experts.
The Netherlands
The Netherlands allows social media, streaming, and mail adverts for gambling, while creating stricter rules and regulations. For example, it has banned celebrities and influencers from appearing in gambling adverts. This is an innovative approach as often people start gambling by betting on their favourite sports teams. Before the ban, it was common for companies to use athletes in gambling adverts. The country will try to break the link between gambling and sports further in 2025 by banning advertising in sports clubs, and banning gambling businesses from sponsoring venues. The UK, having already banned tobacco and alcohol advertising in sports, could learn from this example. The Dutch Association of Mental Health and Addiction Care does not think that these measures are enough though, and has called on the government to impose a complete ban on all forms of gambling adverts.
Australia
In Australia, the government is supporting research into gambling behaviours and advertising to improve public health outcomes. One example of this is the commissioned research on in-game purchases for children and gambling behaviours. The research has found a link between games of chance such as loot boxes and gambling behaviours in later life. This evidence has resulted in tangible change by reclassifying these games as mature, for over-15-year-olds. The UK government has so far resisted a similar regulation despite recent reporting that advertising rules have been broken in the past. Recently calls for a total ban on gambling advertising have grown in Australia as annual losses have reached 32 billion Australian dollars. The government has proposed a partial ban that would see adverts banned online, in children’s programming, during live sports broadcasts and an hour on either side, and limits in general programming.
What can the UK learn?
Many have called for an update to the Gambling Act 2005 as it predates many social media and streaming platforms. In 2023, a white paper was published setting out the government’s plan for reform of gambling regulation following the review of this act. Although campaigners say it didn’t go far enough.
Labour’s General Election manifesto committed to ‘reduce gambling related harm’. However, we are behind on regulating gambling advertising at this point and that much more must be learned from international examples of solutions. CEGA (the Coalition To End Gambling Ads) has a template you can use to write to your MP to support the ban on gambling advertising and the reform of the Gambling Act 2025. Gamble Aware has a guide on how to limit and block gambling adverts online.