Call to Expand Consultation to Licensed Sector
The Local Health and Global Profits (LHGP) research consortium has formally urged the Department for Digital, Culture, Media and Sport (DCMS) to broaden its ongoing consultation regarding gambling in sport. The consortium, funded by UK Research and Innovation (UKRI) and comprising the Universities of Bath, Cambridge, Edinburgh, and Sheffield, is seeking to extend the proposed ban on unlicensed gambling sponsorship to the licensed sector.
The DCMS consultation on banning unlicensed gambling sponsorship in sport closed on September 9, 2025. As of the publication of this report, no decision has been announced regarding the outcome of that consultation. The LHGP argues that limiting the ban to unlicensed operators is insufficient to address the scale of gambling-related harm in the United Kingdom.
“It is a necessary step to go further to meaningfully reduce gambling-related harm,” the consortium said. The LHGP was established just over two years prior to this development to investigate the health impacts of gambling and the tobacco and alcohol industries.
Digital Advertising and the ‘Balloon Effect’
Beyond sponsorship, the LHGP has recommended that DCMS ban gambling advertising on online and digital platforms. The consortium states that digitalisation has transformed gambling marketing, allowing companies to utilize data-driven targeting, algorithms, and “nudge” tactics that are currently barely touched by policy.
“Digitalisation has transformed gambling marketing, allowing companies to use data-driven targeting, algorithms and ‘nudge’ tactics that are barely touched by current policy and that give operators disproportionate power to drive habitual gambling,” the LHGP stated.
The consortium also highlighted the “balloon effect,” a phenomenon where companies redirect marketing spend to less regulated channels when one avenue is restricted. The LHGP claims that constant exposure to gambling advertising correlates with increased gambling behavior and suicide rates.
Industry Reactions and Council Involvement
The Betting and Gaming Council (BGC) and major operator Entain welcomed the initial opening of the DCMS consultation. However, the recent push by the LHGP to include licensed operators marks a significant escalation in the regulatory debate. SBC News contacted the BGC for comment on the new recommendations.
Entain, a prominent gambling operator, recently wrote to 10 of the 2026/27 Premier League clubs that have ties with unlicensed bookmakers. Days after this lobbying effort, Sunderland AFC signed a deal with Shuffle, a crypto-centric casino that does not hold a UK licence.
Local authorities are also becoming increasingly involved in the issue. The Coalition to End Gambling Ads (CEGA) has built a network of over 15 local councils across the UK. Liverpool City Council joined the movement in July, citing concerns about the estimated £2bn in annual gambling advertising spend in the UK.
Pressure on Regulators and Tech Platforms
Tim Miller, former Executive Director of Research and Policy at the UK Gambling Commission, has criticized the stance of major technology platforms. Speaking to SBC’s iGaming Daily Podcast, Miller expressed frustration with the lack of action from tech giants regarding non-GamStop ads.
“I find it almost incredible that you read in the news all of these kinds of tech billionaires competing to be the first one to put a man on Mars. They think they can deliver that. Yet, they seem to claim that they are incapable of stopping non-GamStop ads appearing on their platforms. I mean, that’s just nonsensical,” Miller said.
He added that if these platforms do not fulfill their role, it “massively undermines the efforts that the rest of us are putting in place.”
Dr. Nason Maani, a member of the LHGP, warned that the gambling industry has a well-documented history of using delay and lobbying tactics to weaken regulation. “Government must ensure the timeline for introducing this ban is not diluted or delayed by industry pressure,” Maani said.
Why It Matters
If the Department for Digital, Culture, Media and Sport adopts the Local Health and Global Profits recommendations, the landscape for UK-licensed operators would change significantly. A ban on licensed sports sponsorship and digital advertising would force operators to restructure their marketing budgets and potentially lose visibility in high-profile sports leagues. This shift would also pressure tech platforms to implement stricter controls on gambling ads, directly impacting how operators reach customers online.
Sarah Thompson is an editorial byline used by Casino No Deposits for industry news coverage. Articles published under this byline are summarised from reporting by licensed gambling industry news sources and produced with AI assistance, then published against our editorial rules on accuracy, sourcing and tone. They are not first-hand reporting and do not contain personal player accounts. Our full process, including how bonus listings and ratings are maintained separately by our team, is documented in how we review casinos: https://casinonodeposits.com/how-we-review-casinos/
Looking for somewhere to play? See our current no deposit bonus offers, updated with verified codes and full wagering terms.
4.6/5
