Great Britain Defends Balanced Approach as European Nations Tighten Gambling Ad Restrictions

Across Europe, governments have moved aggressively to curb gambling advertising, with countries such as Italy, Spain, Belgium, and the Netherlands enforcing bans and curfews. A new report, however, claims that Great Britain is falling behind these developments. Industry experts argue instead that the UK has crafted a more balanced system—one that permits advertising freedom while embedding rules to promote safer gambling.

For years, gambling-focused advertising has drawn scrutiny, particularly in countries where the activity is deeply ingrained in culture. Recently, though, there has been a global shift toward tougher oversight and stricter limits on casino and iGaming marketing. Europe has become the prime example of this trend, and in turn, the spotlight has shifted to Great Britain. While health concerns have fueled these restrictions, the suggestion that Britain is lagging behind requires closer examination.

The gambling industry is experiencing a digital revolution. Innovations in iGaming now offer players everything from bonuses and crypto integration to expansive gaming lineups. Bot-driven platforms on Telegram and crypto casinos with proprietary tokens and rapid payouts highlight how competitive the sector has become. Naturally, this has led to a surge in advertising as casino operators, particularly online firms, seek to promote their distinctive offerings. But with health risks cited by regulators, pushback has intensified against these campaigns, as European nations attempt to suppress the visibility of gambling promotions.

In fact, many of these policies go beyond the notion of responsible gambling, focusing instead on stripping gambling ads from public view entirely. Italy’s 2019 Dignity Decree, for example, nearly banned all forms of direct and indirect gambling advertising, drastically limiting how licensed operators can market themselves. Spain followed in 2020 with its Royal Decree, which imposed late-night ad restrictions—banning gambling promotions between 1 and 5 am—alongside curbs on bonuses and celebrity endorsements. Belgium and the Netherlands chose a total prohibition across all media platforms, while Germany introduced sweeping limits on online poker and slots advertising.

When examined together, these regulations all point to one common goal: reducing the public’s exposure to gambling-related content. On paper, such steps are commendable for protecting vulnerable groups. But is it accurate to claim Great Britain has been left behind? With gambling embedded in the UK’s social and cultural fabric, the argument could be made that Britain has found equilibrium—preserving a regulated but permissive environment.

At the heart of this framework is the Gambling Act 2005. Its principles are relatively straightforward: ads must not mislead viewers, target minors, or encourage harmful behaviors. Compared to the strict laws of its European neighbors, the UK system allows operators to openly advertise free spins, sign-up bonuses, and other promotions. Casino marketing remains present on television and social media, though operators must adhere to codes enforced by the Betting and Gaming Council (BGC), which oversees compliance with established rules.

Still, not everyone is satisfied. A recent GambleAware report argues that Britain is indeed lagging, largely because its regulations are less stringent than those abroad. The report emphasizes that the UK has produced more evidence of advertising-related harm than its European counterparts. According to the findings, there is a growing disconnect between regulators and the public, with many Britons pushing for stricter marketing controls. The report asserts that “Great Britain has more evidence of advert harm than its European counterparts,” strengthening the call for tougher rules.

From a public health perspective, aligning with European-style restrictions may appear logical. Yet in a country where gambling is entrenched, outright bans may not deter players from seeking out online casinos—they may simply drive them elsewhere. Advocates of Britain’s current system argue that maintaining a permissive but closely monitored advertising environment makes more sense, as it keeps consumers within licensed platforms that feature responsible gambling tools and safeguards.

Ultimately, Britain remains one of the most attractive global markets for gambling operators, making strong regulation a necessity. While Europe has opted for stricter prohibitions in the name of public health, Britain’s challenge lies in refining its balance—protecting consumers and the wider economy, while ensuring licensed operators can still market their services responsibly.

By fLEXI tEAM