Gambling Advertising, the need for action - CAGR

Area - Think Tank / Policy Development

‘VITA’s support to collate and present the Coalition’s evidence base has been invaluable. Clare and Alexander provided strategic advice on which areas of projects to focus on, kept us up to speed with how work was progressing, and ultimately delivered strong outputs on time and on budget. I’d reach for VITA again in a heartbeat.’ - Will Prochaska – Director of the Coalition to End Gambling Ads

The Challenge
CEGA (The Coalition to End Gambling Ads) approached us to investigate and assemble the growing body of evidence linking gambling advertising to gambling harm. Despite a mountain of research demonstrating clear risks, the gambling industry, regulator and the Government continued to dismiss concerns, arguing that no conclusive evidence existed—a tactic often used to delay reform. CEGA needed this evidence collated into a clear, accessible format to communicate with three key audiences: the general public, policymakers, and visitors to their website.

As we conducted our research, we uncovered a critical contradiction—the UK government had already acknowledged the harm caused by gambling marketing yet still chose to sideline this evidence in its recent white paper. In response, and in collaboration with CEGA, we adapted our approach to highlight regulatory failings and expose how the government had disregarded its own findings. This strengthened the pressure on policymakers, reinforced the credibility of existing evidence, and positioned the case for stricter gambling marketing regulations as both urgent and undeniable.

The Project
Gambling marketing is pervasive, highly personalised, and designed to increase gambling participation. Research shows a clear dose-response relationship—greater exposure to gambling marketing leads to increased gambling activity and heightens the risk of harm. However, despite this strong evidence, UK regulations remain lacking, shaped by industry narratives that frame gambling as an individual choice rather than a public health issue.

Our Approach
VITA, alongside its sister organisation, Tackling Gambling Stigma, investigated how gambling marketing influences behaviour and how government policy aligns—or fails to align—with the evidence. Our research combined:

• A review of existing evidence demonstrating that gambling marketing increases riskier gambling behaviours, including unplanned spending, loss-chasing, and higher gambling frequency.
• A policy and discourse analysis, revealing that while the UK government formally acknowledged the risks of gambling advertising, its policy decisions dismissed this evidence, continuing to favour a minimally restrictive, self-regulatory approach.
• Strategic investigation, uncovering language within government reports that quietly accepted the dangers of gambling marketing, even as policy actions reinforced industry interests.

Key Findings

• Gambling marketing intensifies harm – Industry messaging encourages riskier gambling behaviours, including among those already experiencing harm.
• Industry narratives shape regulation – Policy has been guided by gambling operators’ claims that advertising has no meaningful impact despite clear research proving otherwise.
• Government acknowledges the evidence but fails to act – Official reports recognised that gambling marketing is linked to harm, yet policy decisions continued to favour deregulation. This contradiction strengthens the call for urgent reform.

Impact
Our findings provided a powerful case for regulatory change, equipping policymakers and advocacy groups with evidence to challenge industry-led narratives and advocate for stricter controls on gambling marketing. By exposing the government’s contradictory stance, our research strengthened calls for a public health-based approach to gambling regulation that prioritises consumer protection over industry profits.

If you're facing similar challenges and need expert research, strategy, or policy support, get in touch—let’s explore how we can create impact together.