A House of Lords committee has called on the UK government to introduce a comprehensive ban on gambling advertising, marketing and sports sponsorship, and to drop its commitment to growing the gambling sector.
The House of Lords Liaison Committee published its recommendations on 17 September 2026, in a follow-up to the Lords’ July 2020 report Gambling Harm – Time for Action. The committee described a full ban as “the most effective policy option to advance meaningfully the Government’s aim of reducing gambling harms.”
What the committee wants banned
The recommendations cover the main channels operators use to reach British consumers:
- All gambling sponsorship in football, including shirts, shorts, training kits, grounds and match programmes.
- Gambling advertising on television and in on-demand sports broadcasts.
- Direct marketing by gambling operators.
The committee proposed keeping on-course advertising at horse racing and greyhound racing, and said the government should assess whether the restrictions should also apply to lottery advertising.
It accepted that clubs would need several years to replace sponsorship income. “A period of transition would be required, and sensible exemptions should be made,” the report said.
Premier League clubs have already agreed a voluntary ban on gambling sponsors on the front of matchday shirts from the 2026/27 season. The Lords’ proposal would extend that to sleeves, training kit and grounds.
Harm reduction and sector growth
The report addresses the government’s two stated objectives on gambling. The committee said reducing gambling harm and facilitating the growth of the sector “represent a fundamental tension”, and urged ministers to abandon the growth commitment.
The committee estimated that between 1 million and 1.5 million adults in Great Britain experience problem gambling, and said earlier surveys may have underestimated the rate.
Lord Foster of Bath, who chairs the Peers for Gambling Reform group, said:
“We are clear that this would shrink, rather than grow, the gambling sector and that this would make a positive difference to millions of people across the country.”
Lord Foster cited a study by the Sheffield Centre for Health and Related Research, which estimated that a 10% reduction in gambling spend could add £1.25 billion in gross value added (GVA) and create more than 22,000 jobs as consumers spend the money elsewhere.
The committee acknowledged that a ban would have a “negative net economic impact on the sector”. It argued that overall tax receipts could hold up as spending moves to other parts of the economy, and that operators would partly offset lost revenue through lower marketing costs.
Black market argument
The committee said it was “unconvinced by claims that restrictions on advertising by licensed operators will lead to displacement of customers to the illegal market.” It referred to the Netherlands, which banned untargeted gambling advertising in 2023.
The Betting and Gaming Council (BGC) called the report “deeply misguided” and said it risks weakening player protection. BGC chief executive Grainne Hurst warned that a ban:
“would remove a key competitive advantage of being licensed and regulated while doing nothing to stop illegal operators targeting British consumers.”
The BGC says its members already restrict advertising voluntarily, including giving 20% of ad space to safer gambling messages, and that 4,500 jobs have been lost in the sector since the latest tax rises.
Tax pressure on operators
The report comes as operators pay higher duties. Remote Gaming Duty rose from 21% to 40% in April 2026, and remote betting is due to be taxed at 25% under General Betting Duty from April 2027. The government is reported to be considering an increase to Machine Games Duty.
Entain this week confirmed plans to cut around 400 jobs, and chief executive Stella David has written to Prime Minister Andy Burnham about the effect of tax policy on the business.
Advertising content is also under closer watch. The Advertising Standards Authority (ASA) this week banned a Midnite TikTok ad that featured an AI-generated character who appeared to be under 25.
What happens next
The recommendations are not binding. The government is expected to respond to the report, normally within two months under parliamentary convention, and will have to decide whether to act on the ban, reject it or pursue narrower limits.
Clubs, broadcasters and operators now wait on that reply. It will show whether ministers accept any part of the case for ending gambling marketing in British sport, on top of the tax rises already in place.
Source: House of Lords Liaison Committee
