Gambling advertisements continue to decline in the UK as black market concerns grow

A new study commissioned by the Betting and Gaming Council (BGC) found that licensed gambling advertising is declining in the UK. 

The research, conducted by Alvarez & Marsal (A&M), found that gambling advertisement spend decreased 3% in 2025, accounting for 2.7% of all UK advertising spend.

This follows the trend that has seen gambling advertising spend decrease steadily from 2021, falling 1.7% each year, translating to £30m ($41.14m) less spent on TV campaigns.

Compliance remains high, with the Advertising Standards Authority (ASA) making rulings against less than 0.02% of adverts coming from the licensed gambling industry. 

Notably, around 20% of all gambling advertising is now focused on safer gambling messages, including campaigns showcasing different tools and support systems available to players. 

However, as licensed gambling operators continue to reduce their marketing spend, there is a concern that offshore illegal platforms will take advantage of the situation. 

Grainne Hurst, BGC CEO, said: “This independent analysis shows that gambling advertising by licensed operators is continuing to fall, with spend increasingly concentrated on safer gambling messaging and consumer protections. Our members operate within some of the strictest advertising rules of any industry and continue to raise standards across the sector.
 
“By contrast, illegal operators are advertising aggressively online with no safeguards, no age checks and no consumer protections, posing a huge risk to consumers. Any serious approach to advertising must be led by evidence and focused on tackling the harmful black market.”

It is estimated that black market sites spend between £500m and £700m each year promoting their brands. 

These campaigns often use AI-generated content or influencer marketing to target customers, while others display that they are ‘not on Gamstop’. 

Some offshore platforms have also impersonated charities and institutions to deceive customers.

Adam Rivers, Alvarez & Marsal Managing Director, said: "We are pleased to have worked with the BGC on this report, which offers an insight into the state of the gambling advertising and sponsorship sector in the UK, based on actual advertising expenditure data from licensed operators."