Peers Demand Stricter Oversight on Gambling Advertisements
The Peers for Gambling Reform (PGR) have renewed calls for the Advertising Standards Authority (ASA) to take stronger action against unlabelled gambling content on social media. The group contends that the ASA has consistently failed to regulate this form of marketing, which they argue is increasingly targeting vulnerable audiences, particularly children and young people.
In a letter addressed to UK gambling minister Baroness Twycross and seen by NEXT.io, PGR emphasized the urgent need for clear labelling of all content marketing related to gambling as advertising. The group underscored that a significant portion—nearly half—of all organic social media promotions from gambling brands falls under content marketing, a figure that highlights the scale of the issue.
Content Marketing’s Rising Influence
PGR pointed to research revealing that during a single weekend, the 10 largest gambling operators collectively generated over 20 million views through content marketing alone. According to the group, this demonstrates why immediate regulatory intervention is necessary.
“Such exposure without transparent labelling leaves children and young users susceptible to influence from gambling promotions,” the letter stated. It further noted that since 2021, the University of Bristol has reported more than 150 instances of gambling content marketing to the ASA, yet no substantial enforcement actions have followed.
Timeline of Regulatory Inaction
The letter, signed by PGR chair Lord Foster, outlines a troubling pattern of delays and inaction. First voicing their concerns back in 2019, PGR has repeatedly presented evidence from academic studies, media reports, and parliamentary debates, all pointing to the potential dangers of unlabelled gambling content.
Despite this, PGR said that promised rulings have consistently been postponed. For example, the ASA initiated investigations into content marketing by bet365, Ladbrokes, and Betfred in 2024. Draft rulings that indicated regulatory breaches were shared, only to be later rescinded without public explanation.
“Just last week, we were informed that these investigations had been terminated without any formal rulings,” noted the letter, highlighting the group’s deepening frustration with the regulator’s indecisive approach.
ASA’s Jurisdictional Challenges
A significant part of the problem, according to PGR, lies in the ASA’s inconsistent application of jurisdictional boundaries. Until recently, the authority maintained that much of the social media activity by major gambling operators was beyond its remit due to the companies being registered outside the UK.
Only in September did the ASA amend the CAP Code to extend its oversight more clearly to such content. The PGR argues that this change came too late, after years of unchecked exposure to potentially harmful advertising content.
Lord Foster criticized the ASA’s shifting interpretations, stating: “Originally, content marketing was considered outside the ASA’s remit. Then in 2022, it was suddenly within remit. Now, the ASA applies a ‘directly connected’ test that excludes much of the content it previously acknowledged needed regulation.”
Call for Prominent Advertising Labels
The group emphasized that content marketing should either be banned outright or, at the very least, require a prominent ‘Advertising’ label. Such a measure would help users, particularly younger ones, distinguish between editorial content and commercial promotion.
“Without clear labelling, content marketing blurs the lines between promotion and information, making it particularly dangerous for impressionable audiences,” the letter warned.
Asserting that voluntary measures have failed, PGR urged the gambling minister to step in and ensure that regulatory bodies like the ASA are held accountable. They warned that leaving this issue unaddressed would perpetuate harm among young audiences.
Recent ASA Developments
The letter predates a recent ASA decision to ban an AI-generated video ad from gambling operator Midnite. The ad featured footballer Trent Alexander-Arnold and was deemed to have strong appeal among under-18s, violating child protection advertising rules.
In its response to the ongoing criticism, the ASA defended its position, stating: “Protecting children from advertising-related harm sits at the heart of our work. We have strict rules in place to ensure gambling ads are not targeted at or appealing to children.”
The authority acknowledged the complexities surrounding content marketing, especially when produced by companies operating from jurisdictions outside the UK. However, it assured that recent amendments to the Advertising Code would enhance its ability to regulate such content moving forward.
“The scope of the Code has now been clarified and extended, enabling us to better address potentially irresponsible gambling advertisements,” the ASA said in a statement.
As the debate over gambling marketing regulations continues, PGR’s call for transparency and accountability remains a pressing issue. With millions of young users consuming content on social media daily, the need for clearer advertising standards has never been more urgent.
This article is inspired by content from Original Source. It has been rephrased for originality. Images are credited to the original source.