"Gambling advertising spend from licensed UK operators has continued to fall, according to fresh analysis from the Betting and Gaming Council (BGC). The research, conducted by Alvarez & Marsal (A&M), found that gambling ads accounted for just 2.7% of the UK's total advertising spend in 2024, down from 3% in 2023. This comes alongside a warning from industry leaders that unregulated online ads from unregulated, illegal operators are a growing risk to consumers."
"The fall in official gambling ad spend is not a new phenomenon, with spending on a steady decline since 2021 to map out a drop of 1.7% year-on-year. The main push for this decline is a £30 million reduction in spending on TV ads. The report includes warnings that illegal operators are increasingly using unregulated means, such as influencers, search engines and AI-generated content, to target consumers, including ones who may be at risk of gambling-related harm."
Gambling ads comprised 2.7% of total UK advertising spend in 2024, down from 3% in 2023. Gambling ad spend has been falling steadily since 2021, showing a 1.7% year-on-year decline. A £30 million reduction in TV ad spending is the primary driver of the decrease. Illegal operators are increasingly using unregulated channels such as influencers, search engines and AI-generated content to target consumers, with many promoting that they are 'not on GAMSTOP' to appeal to those at risk. Ad spending is shifting toward player protection, with 20% of ads focused on safer gambling and measurable increases in safer-gambling engagement.
Read at ReadWrite
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