Why Gambling Ads Are Under Fire Globally?

With flashy promotions on social media and high-profile sponsorships in sports, gambling advertising seems to be everywhere. Frankly, it's nearly impossible to escape it, and such omnipresence has sparked debate among governments, health experts, and different advocacy groups. They mostly emphasize its negative influence, highlighting concerns over addiction, financial problems, and the targeting of vulnerable audiences like minors. 

No wonder countries across the world are implementing tighter restrictions. The UK has banned gambling ads featuring celebrities, while Australia has introduced strict regulations against promotions on the Internet. In the European Union, there is a current debate about the necessity of a complete ban.

Those who support stricter norms for gambling advertising argue that such ads normalize betting culture and exploit psychological triggers, making it harder for individuals to resist compulsive gambling. At the same time, betting companies claim that regulation should focus on addiction prevention rather than advertising limitations. They also highlight the economic benefits of gambling, which makes some governments more loyal to gambling ads. 

As the debate intensifies, the future of gambling ads is in the air in many markets. However, the tendency set by such countries as the UK and Australia is already clear: regulated gambling markets move towards a ban on gambling ads in an attempt to minimize gambling issues. Let's take a closer look at what those markets at the forefront of ad prohibition have already implemented, whether those measures are effective, and what we can expect in the future.

Why Such a Debate on the Rise?

However, let’s first take a look at the causes that initiated stricter advertising rules for the industry. While no single study definitively proves that gambling ads directly cause compulsive gambling, a growing body of research has linked marketing exposure to increased gambling activity and higher risk among vulnerable groups. Some of these studies are accepted by regulators and courts as evidence, while others are dismissed, often depending on the strength of the methodology or political climate at the time.

Advertising on social media, radio, and TV looks harmless at first sight, but it has a negative influence on those at risk, like minors and those already facing mild gambling behaviour issues.

How?

Such advertising and promotions, especially those involving celebrities and sportspeople, shape the idea that gambling or betting is cool, and it's one of the enjoyable activities for leisure. Moreover, let’s not deny the fact that constant exposure to advertising content has a strong psychological impact even on those who are not much interested in this type of entertainment. 

Furthermore, gambling promotions do not show the other side of the coin when this activity is no longer a form of entertainment, but addiction. Such excessive advertising of gaming activities prevents players from gambling responsibly.

One more reason why gambling ads are under fire is the content of the advertisement. Those are promotions that are advertised. Some casinos even promote their referral opportunities, which lock users in the system for a certain time (either until a certain sum is wagered or some specific conditions are met).

All those factors lead to public dissatisfaction, as well as experts’ warnings. In response to those, governments are to take measures. That is what we currently see.

Regulatory Responses Around the World

Even though the ban on gambling ads is a worldwide trend, some countries are more proactive in this aspect than others. While some markets already take measures and adjust the law, other jurisdictions opt to wait and monitor. Yet, given the statistics of increased gambling addiction, the number of governments that take measures to cease gambling ads will increase. Let’s take a look at what some of the most decisive governments are already implementing in their countries.

The United Kingdom

The UK is certainly at the forefront of the strict gambling ads to ensure as minimal an effect on vulnerable categories as possible. Advertisements of casinos and sportsbook are not completely banned, but there are quite detailed restrictions. They limit the way gambling activity is advertised in the United Kingdom.

When you watch a gambling ad targeted at UK players, you will not see:

• a promotion targeted at those under 25. Furthermore, individuals who look this age or younger cannot appear in the advertisement;
• a portrayal of gambling activity as something beneficial, a remedy, or a pathway to social achievements;
• misleading phrases engage susceptible categories of viewers into gambling;
• gambling ads are published in media with a 25+ audience, being people under 25.
• public figures, high-profile football players, reality television stars, and social media influencers with an audience under 25.

Despite all those and many other restrictions in place, the UK government is still criticised for being too lenient when it comes to gambling promotions, as many continue to play. They would like to see a complete ban on advertising, as similarly to what some European countries already have in place.

Spain

Spain is far more radical when it comes to the promotion of gambling activity. It has a complete ban on casino and sportsbook advertisements during day hours, meaning that potential Spanish players can see a promotion of gambling activity only on late-night TV. Moreover, all the ads should contain responsible gambling messages. The National Commission on Markets and Competition (CNMC) is the body that controls whether gambling ads are compliant with current restrictions. Those measures have been in place since 2020. In 2022, Spain also introduced a prohibition on celebrities in the ads. This means no more famous football players or actors can appear in casino or sportsbook ads. 

Germany

This European country has one of the strictest gambling ad rules in the EU. If you are searching for a betting ad, it might be difficult to find one, as there are plenty of restrictions in place. Advertising in this country is primarily governed by the Interstate Treaty on Gambling, and the main rules are as follows;

• Gambling ads for online casinos, virtual slots, and online poker are banned between 6 AM and 9 PM to limit exposure to minors.
• Outdoor gambling ads are only allowed between 9 PM and 6 AM, except in sports venues.
• Ads cannot target minors or vulnerable individuals, including those with a history of gambling addiction.
• Influencer marketing and active athletes are banned from promoting gambling.
• Ads must not mislead consumers about winning chances or financial benefits or suggest gambling as a solution to financial problems.

Moreover, gambling ads for German players must not be sent via SMS, WhatsApp, or direct phone calls, and affiliate marketing is heavily restricted — operators cannot pay commissions based on deposits or stakes. Such an approach aims to reduce gambling-related harm while ensuring responsible advertising practices.

Australia

Given how sharp the question of compulsive gambling and addiction is in Australia, its legislation constantly changes to ensure player protection and decrease the number of those who gambling ads can impact. While there is a never-ending debate about a complete ban on advertising of any gambling activity, some strict rules are already in place. 

Some rules are similar to those in other countries, so we would not see :

• gambling ads on TV during the day. Ads are allowed only in the evening and at night;
• misleading messages or such telling about the financial benefit;
• ads that target minors or vulnerable categories.

At the same time, some requirements make gambling ads more warning than promotional. Thus, instead of "Gamble responsibly," ads are expected to contain stronger warnings, such as "You win some. You lose more". Moreover, in Victoria, betting ads are banned on roads, public transport, and near schools.

What Is the Industry Response?

Regardless of the market, casinos and sportsbooks continue to push back, arguing that they have a balance between marketing and responsible gaming. They highlight efforts to promote safe betting practices, emphasizing that advertising is not the cause of addiction, but rather a tool for brand visibility and customer engagement. Some of the main arguments they provide are listed below.

Responsible Advertising Initiatives

Many gambling companies claim they have ethical marketing in place and offer self-regulation policies to reduce harm. Operators claim that they widely use mandatory warnings, age restrictions, and limits on promotional offers. They argue that rather than banning ads completely, regulators should focus on education and intervention programs to address problematic gambling effectively.

Economic Benefits & Sponsorships

Operators also say that they are a significant economic driver, contributing billions in tax revenue and employment opportunities. Sports sponsorships, in particular, are heavily defended—operators argue that their financial backing sustains teams and leagues, keeping competitions afloat. In countries like the UK, gambling sponsorship deals are deeply embedded in football culture, with clubs relying on betting partnerships for funding. 

The Future of Gambling Advertising

Given a strong desire to eliminate gambling ads in many countries, the industry will certainly evolve and transform to minimize the triggers that evoke the negative response of experts and society. This way, operators would still be able to promote their services without much criticism. Some of the main trends we might expect soon are described below.

Fewer Promos on TV

Currently, there are plenty of restrictions on gambling ads on TV. People watch TV less, even though the percentage of those who turn on big screens for sports events remains relatively high. Given these factors, no wonder that casinos and sportsbooks will prefer other forms of marketing instead of television. While we still might see random casino banners during matches on TV, long and engaging commercials will no longer be a priority. 

Social Advertising on the Rise

As more and more gamblers move towards a mobile gambling experience instead of a desktop one, we expect that social marketing of gambling activities will increase steadily. Another factor in favor of this is the quantity of time people spend on their smartphones scrolling social media.

More Evasive Language

The UK and Australia are not the only markets that demand wording that does not deceive players, and the number of regulators that will demand that in the future will certainly increase. To adapt to those strict requirements, operators would have to be more evasive and creative. Short messages that hint at gambling activity rather than encourage trying it are what we might expect in the future. Combined with good targeting on social media, such ads might be quite effective.

Will Gambling Ads Ever Disappear?

Concerns over addiction, financial instability, and targeted marketing have led to stricter restrictions on ad placements, celebrity endorsements, and digital promotions. While these measures aim to protect vulnerable categories, the operators still claim that advertising is essential for industry growth and emphasise that governments also have an economic advantage from this entertainment type. 

While gambling authorities would continue to implement stricter rules for promotional content, the industry would seek a balance to still advertise and ensure industry growth, to ensure ads are not banned completely. Gambling advertising will likely shift toward more discreet strategies, leveraging digital targeting while staying within legal boundaries. Such an adaptation would allow operators to still use marketing tools to engage new customers.