Sports Betting Regulation in the United Kingdom
By Prof Dr Ian Blackshaw
Betting Companies and individuals need, respectively, an operating and a personal licence, which is issued by the Gambling Commission (the Commission), to conduct and to advertise betting in the British market.
The Commission lays down and enforces strict regulations and codes of practice to be followed by all licensees.
The Commission derives its powers from the Gambling Act of 2005 and the Gambling (Licensing and Advertising) Act of 2014.
The Commission regulates various forms of gambling, including The National Lottery and so-called remote gambling, that is, online and by phone.
The United Kingdom is one of the leading sports betting markets in Europe, valued at US$ 5.4 billion (around €5 billion) according to the latest figures in 2021.
Amongst the most popular sports for betting are football, horse racing and dog racing, especially online. Also, the online esports betting market in the United Kingdom is growing in popularity.
According to figures issued in November 2021, 21% of British football fans considered that betting made them feel more engaged with the game.
As mentioned, the Commission regulates the advertising of gambling, requiring betting companies and individuals to comply with the Advertising Codes administered by the Advertising Standards Authority (ASA).
Amongst other things, these Codes aim to ensure that gaming advertising does not:
- portray, condone or encourage gambling behaviour that is socially irresponsible or could lead to financial, social or emotional harm;
- suggest that gambling can be a solution to financial concerns;
- exploit the susceptibilities, aspirations, credulity, inexperience or lack of knowledge of children, young persons or other vulnerable persons; and
- feature anyone gambling or playing a significant role in an advertisement if they are under 25 years old (or appear to be under 25).
Advertisements breaching these rules must be amended or withdrawn.
In cases of serious or repeated breaches, the ASA can refer advertisers to the Commission and broadcasters to Ofcom, the Office of Communications, for further action. For example, at the beginning of this year, the online Betting Company, Gamesys Operations Limited, was fined by the Commission £6 million (around €7.2 million), for social responsibility and anti-money laundering failings.
Since the Gambling Act of 2005, gaming advertising has increased substantially, raising concerns, in many quarters, about its impact on children, young people and vulnerable adults.
The new Labour Government is expected to revisit this potential problem with some further measures.
Prof Dr Ian Blackshaw may be contacted by e-mail at ‘
