iGaming Daily Ep 655: Counting the Cost: UK Gambling Advertising Scrutinised
Nov 25, 2025
Martyn Elliot, SBC Media Director and astute commentator on gambling trends, joins Joe Streeter, iGaming Expert Editor with deep insights into the sector, to discuss the hot topic of UK gambling advertising. They dive into a controversial £2bn advertising study, questioning its reliability and implications. The duo highlights risks of reduced ad spending, potentially boosting the black market and impacting safer gambling efforts. They also examine the broader consequences for media and sports should advertising revenues decline.
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£2bn Figure Needs Context
- WARC/Advertising Association data estimated UK gambling ad spend at ~£2bn in 2024, but the headline omits key caveats.
- Inclusion of National Lottery, digital measurement limits and offshore ads mean the true regulated-operator figure is unclear.
Regulated Vs Unregulated Spend Blurs Picture
- The WARC estimate likely mixes regulated and unregulated spend and struggles with digital attribution.
- That mix inflates headlines and complicates policymaking aimed at licensed operators.
Black Market Skews Competitive Field
- Regulated operators face tougher marketing constraints and compete with aggressive black‑market tactics.
- That imbalance helps explain why total market advertising can appear high while regulated firms are handicapped.