Gaming operators are reducing advertising spending in the UK, reveals industry study.

Licensed gambling operators in Great Britain have reduced their advertising investments, which now represent 2,7% of total advertising spending in the United Kingdom. This information comes from a study released by the Betting and Gaming Council (BGC), with data collected between October 2023 and September 2024.

The sector's share of the British advertising market has decreased compared to the previous period, when it reached 3%. The survey, conducted by the consultancy Alvarez & Marsal, reveals that licensed operators allocated £1,15 billion to advertising during the period analyzed.

Digital channels received the largest share of the resources, with £768 million (66,8% of the total), while television media received £341 million (29,6%). Additionally, companies in the sector invested £138 million in various sponsorships.

The study identified a consistent downward trend in advertising investments since 2021, with an average annual reduction of 1,7%. The most significant decrease occurred in television advertising, which recorded a drop of £30 million, reflecting the migration of audiences to other platforms.

Black market advances with aggressive advertising.

While spending by regulated operators is decreasing, the report indicates that black market websites are investing between £500 million and £700 million in advertising. These illegal platforms primarily use unregulated digital channels, including influencers and search engines.

Many of these illegal operators explicitly advertise that they are "not on GAMSTOP," referring to the UK's official gambling self-exclusion program.

Focus on responsible gaming and consumer protection.

Approximately 20% of all gambling advertising in 2025 was dedicated to messages about responsible gambling, highlighting tools and support available to players. The report also reveals that 72% of television advertisements from BGC members were broadcast after children's protection hours.

Compliance with advertising standards remains high in the regulated sector. The Advertising Standards Authority issued opinions on less than 0,02% of gambling advertisements.

Economic impact of the sector

According to the BGC, gambling advertising by licensed operators supports 9.900 jobs across the advertising, media and creative supply chain, including 1.400 full-time marketing positions. The sector contributes approximately £500 million in Gross Value Added (GVA).

Furthermore, advertising investments play an important role in supporting free-to-air sports, lower leagues, and amateur sports in Great Britain.

“This independent analysis shows that gambling advertising by licensed operators continues to decline, with investments increasingly focused on messages about responsible gambling and consumer protection. Our members operate within some of the strictest advertising rules of any industry and continue to raise standards across the sector,” stated Grainne Hurst , CEO of the Betting and Gaming Council.

“Conversely, illegal operators advertise aggressively online without any safeguards, age verifications, or consumer protection, posing a huge risk to consumers. Any serious approach to advertising must be evidence-based and focused on combating the harmful black market,” he added.

Adam Rivers, Managing Director of Alvarez & Marsal, commented: “We are pleased to have worked with BGC on this report, which offers insight into the state of the UK gambling advertising and sponsorship sector, based on real advertising spending data from licensed operators.”