Markets · 3 min.
Lords committee recommends comprehensive ban on UK gambling advertising
18.9.2026 · Studion muistiinpano 17.9.2026
Advertising gate: a barred entrance and a sealed report. · Bonusjungle illustration
The House of Lords Liaison Committee says a tobacco-style ban is the most effective way to reduce gambling harm. On-course racing and lottery advertising would need separate assessment.
A comprehensive ban as the primary recommendation
On 17 September 2026 the House of Lords Liaison Committee published *Gambling Harm—Time for Action: Follow-up report*. It recommends a comprehensive ban on gambling advertising, marketing and sponsorship as the most effective policy option for reducing gambling harms.
The cross-party committee treats the ban as part of a public-health approach. It estimates that between 1.0 and 1.5 million adults in Great Britain experience problem gambling.
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What the committee wants exempted or reviewed
The report echoes the 2020 Gambling Industry Committee in proposing that on-course advertising for horseracing and greyhound racing remain outside a ban. It also asks the Government to assess the risk level of lottery advertising before deciding whether that channel should be included.
Detailed transitional recommendations are offered if a full ban is refused, covering sports kits and venues, broadcast restrictions, inducements and direct marketing.
Illegal market and growth objectives
The committee was unconvinced that tighter advertising rules for licensed operators would drive players to the illegal market in a way that should block action. It also argues that the Government’s dual aims of reducing harm and growing the gambling sector are in tension, and that a smaller licensed market could still deliver wider economic benefits through redirected spend.
Industry response was immediate. The Betting and Gaming Council described the report as deeply misguided, warning that a blanket ban could strengthen unlicensed operators. That is a sector claim; the committee’s published reasoning reaches the opposite conclusion.
Why the timing matters
Six years after the original Gambling Industry Committee report, the Liaison Committee judged that advertising recommendations had been largely unaddressed while digital volume and influencer techniques expanded. The Government response is due by 17 November 2026.
For readers, the practical point is simpler: any future restriction would change what appears on screens and shirts, not the licence conditions or withdrawal rules of individual operators. Keep the small print and responsible-play tools in view regardless of the advertising climate.
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