Liverpool City Council Joins National Coalition Against Gambling Advertising

In a significant move for the nationwide campaign, Liverpool City Council has formally aligned itself with the Coalition to End Gambling Ads (CEGA). This decision marks Liverpool as the largest metropolitan area outside of London to lend its support to the burgeoning alliance, which advocates for stricter regulations on gambling promotions across the United Kingdom.

The CEGA has steadily grown its influence since its inception, now encompassing 16 local authorities. Initial members included the London boroughs of Barnet, Brent, Enfield, Hackney, and Lewisham. The coalition has since expanded to include other major areas such as Blackpool, Bristol, Devon, East Suffolk, and Southampton, demonstrating its broadening national reach. Beyond municipal entities, the CEGA also counts prominent organizations like the Association of Directors of Public Health, the Royal Society for Public Health, and the Faculty of Public Health among its members, alongside various charities, advocacy groups, and sports clubs.

Liverpool's decision to join CEGA is a logical extension of its own Reducing Gambling Harms Action Plan, which was launched earlier this year. This local strategy focuses on preventative measures, early intervention for those at risk, and improving access to support services for individuals experiencing gambling-related issues. The council's alignment with CEGA underscores its commitment to fostering healthier environments for its residents.

The city council cited local research highlighting the prevalence of gambling harm within its community. Data indicates that approximately one in six young adults in Liverpool experience adverse effects from gambling, with men and individuals facing financial difficulties identified as particularly vulnerable. Officials have expressed concern that advertising practices disproportionately impact young people and disadvantaged groups, exacerbating existing risks. This builds on prior efforts, such as awareness campaigns conducted with Chapter One during the FIFA World Cup.

Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture, emphasized the far-reaching consequences of problem gambling. "Gambling harm has real and practical consequences," Doyle stated, adding that it can lead to "debt, damage relationships, affect mental health and place huge pressure on families." He clarified that joining CEGA is an integral part of the council's commitment to preventing harm, asserting that constant exposure to gambling advertising "helps normalise gambling, particularly for children and young people."

Professor Matthew Ashton, Liverpool City Council’s Director of Public Health, further elaborated on the public health perspective. He explained that preventing harm extends beyond just assisting individuals once problems emerge; it involves actively reducing the initial risk factors. "Our Action Plan takes a public health approach, bringing together partners across health, education, social care and the voluntary sector to improve prevention, raise awareness and strengthen support," Professor Ashton noted. He concluded that aligning with CEGA allows Liverpool to contribute to a national drive for evidence-based changes in gambling advertising, ultimately aiming to create healthier communities.