Another UK Gambling Ad Ban Effort Fails as Local Authorities Ramp Up Pressure on Burnham

A fresh attempt to restrict gambling advertising and sponsorship in British sport has been blocked in the House of Lords. Proposed amendments to the Sports Events Bill, tabled by Liberal Democrat peer Baron Don Foster, would have banned all gambling marketing at venues covered by the legislation and barred unlicensed operators from using sports data. However, gambling minister Baroness Twycross asked Foster to withdraw the amendments, arguing that it is “not appreciated for the government to intervene in commercial sponsorship and advertising arrangements.” She added that if advertising fails to meet social responsibility standards, the government would step in. On the data-licensing issue, Twycross said the government does not currently see it as a major concern but would review it through the new Illegal Gambling Taskforce if needed.

This is not the first time Liberal Democrat peers have tried to attach gambling-ad restrictions to other laws. Last year, Lord Addington proposed similar measures for the Football Governance Bill, which were also rejected. Yet opposition is building at the local government level. The English Devolution and Local Powers Bill has already scrapped the previous “Aim to Permit” rule for retail gambling licensing, and more councils are now demanding action on advertising.

Liverpool City Council and Sheffield City Council have both joined the Coalition to End Gambling Ads (CEGA), giving the alliance two major northern cities. That could carry weight with incoming prime minister Andy Burnham, the former Manchester mayor who takes office on 20 June. Burnham has previously voiced support for certain gambling reforms. Will Prochaska, director of CEGA, wrote that tackling gambling ads could offer Burnham a “quick win” as he assumes the premiership.