Reduced marketing by licensed operators raises concerns that illegal gambling platforms are filling the visibility gap
Gambling advertising spend in the United Kingdom has continued its downward trajectory, with licensed operators cutting back on marketing investment for the fourth consecutive year. According to an independent report commissioned by the Betting and Gaming Council (BGC), advertising expenditure by regulated gambling firms fell by 3% in 2025 compared with the previous year, reinforcing a trend that has been in motion since 2021.
The research, conducted by consultancy Alvarez & Marsal, shows that gambling advertising now accounts for just 2.7% of total UK advertising spend. Television advertising has been particularly affected, with an estimated £30m removed from TV gambling campaigns over the past four years. Industry leaders argue that this decline reflects increasingly strict regulatory requirements, rising compliance costs and a conscious shift toward more responsible marketing practices.
A growing share of remaining advertising budgets is now directed toward safer gambling messaging. Around one-fifth of all gambling adverts in the UK currently focus on promoting responsible play, harm prevention tools and consumer protection. This shift has coincided with high compliance levels, with the Advertising Standards Authority reporting that fewer than 0.02% of adverts from licensed operators breach advertising rules.
However, the BGC has warned that the continued retreat of regulated operators from mainstream advertising channels risks creating unintended consequences. As licensed brands reduce visibility, illegal and offshore gambling platforms may seize the opportunity to expand their reach. Unlike regulated operators, black-market sites face no UK advertising restrictions, pay no domestic taxes and are not required to implement player protection measures.
Estimates suggest that unlicensed gambling operators may be spending between £500m and £700m annually on marketing, often relying on social media influencers, AI-generated content and promotions that explicitly target self-excluded players by advertising themselves as “not on GamStop.” Such tactics, the BGC argues, expose consumers to higher risks, including lack of age verification, no responsible gambling tools and limited avenues for dispute resolution.
BGC Chief Executive Grainne Hurst has stressed that while the regulated sector continues to operate under some of the toughest advertising standards of any UK industry, illegal operators represent a growing and dangerous alternative. She warned that black-market platforms are becoming increasingly sophisticated in how they disguise and distribute promotional content, sometimes mimicking trusted organisations or community groups.
The findings highlight a widening imbalance between heavily regulated operators and unchecked illegal platforms, raising questions about whether further advertising restrictions could inadvertently undermine consumer protection by driving players toward the unregulated market.
