The UK Department for Digital, Culture, Media and Sport (DCMS) is being urged to extend its proposed ban on unlicensed gambling sponsorship in sport to include licensed operators, aiming to better protect players and reduce gambling-related harm.
The Local Health and Global Profits (LHGP) research consortium has called on the DCMS to broaden its consultation on banning unlicensed gambling sponsorship in sport to also cover licensed gambling companies. While LHGP supports the move to restrict black market operators from sponsoring sports, it warns that allowing licensed operators to continue sponsorships could still expose players and vulnerable groups to gambling advertising.
For players and bettors, this potential extension means a future with fewer gambling brand promotions during sports events, including from regulated companies. Research has linked high visibility of gambling sponsorships in sports to increased gambling participation and related harm, particularly among young people and those susceptible to problem gambling.
Reducing licensed gambling sponsorships could encourage operators to prioritize responsible gambling initiatives over marketing reach. This shift may lead to fewer gambling advertisements during sports broadcasts and events, helping to decrease impulsive betting and gambling-related harm among consumers.
The call to extend the ban aligns with broader regulatory efforts across Europe to tackle illegal gambling and enhance player protection. For instance, Ireland’s Gambling Regulatory Authority recently introduced a new licensing system, prompting operators like Stake to restrict access to Irish users to comply with the updated rules. More details on this development are available here.
Similarly, the Netherlands’ gambling regulator, Kansspelautoriteit (KSA), has emphasized the importance of cross-border collaboration to combat the black market. The KSA Chair highlighted ongoing challenges in regulating illegal gambling and the need for joint efforts among European nations. Read more about the KSA’s stance here.
Players concerned about gambling harm are encouraged to use available tools such as self-exclusion programs and seek support from responsible gambling organizations. Limiting exposure to gambling sponsorships is one of several measures regulators are exploring to create safer gambling environments.
The DCMS consultation reflects ongoing attempts to balance the interests of the gambling industry with the need to protect consumers. Extending the ban to licensed operators would mark a significant step in reducing gambling advertising in sports and mitigating associated risks.
For players, this could mean a notable reduction in gambling-related marketing during live sports, potentially lowering the temptation to place impulsive bets. It also signals a regulatory focus on minimizing gambling harm through advertising restrictions, which may influence how operators approach sponsorship deals in the future.
Industry observers note that while the ban targets sponsorships, it may also impact the visibility of gambling brands across sports media, affecting how players encounter gambling promotions. This could lead to a more cautious approach by licensed operators in their marketing strategies.
For further information on UK gambling regulation and player protection, visit our UK and Responsible Gambling sections.
Source: SBC News.
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