Will Prochaska
Director of the Coalition to End Gambling Ads
Will Prochaska is the Director of the Coalition to End Gambling Ads (CEGA), a UK-based advocacy group that campaigns for a complete ban on gambling advertising to reduce gambling-related harm. He leads the coalition's efforts to denormalise gambling through advertising restrictions, affordability checks, and public health measures.
Before taking on this role, Prochaska served as Chief Executive of Gambling with Lives from 2020 to January 2024, a charity that supports families affected by gambling-related suicide. During his four-year tenure, he helped elevate the issue of gambling harm in public discourse and provided expert evidence to UK parliamentary committees.
Prochaska is a frequent media spokesperson, regularly appearing in national outlets to discuss the link between gambling advertising, addiction, and suicide. He operates as an independent advisor on gambling harm alongside his directorship, and his work has been instrumental in shaping the current policy debate around gambling reform in the UK.