UK Gambling Minister Calls for Industry Action on Advertising and Safer Gambling
In her first public address as the UK’s Gambling Minister, Baroness Twycross emphasized the need for industry-wide collaboration to address advertising practices and strengthen safer gambling initiatives. Speaking at the GambleAware conference in London, she outlined the government’s balanced approach to fostering a sustainable gambling environment while protecting vulnerable individuals.
A Call for Unified Action on Advertising
Baroness Twycross urged gambling operators to work collectively to curb advertising practices. She highlighted the importance of assessing advertising volumes across the industry rather than focusing on individual operators.
“The issue of what is appropriate needs to be looked at in aggregate,” said Twycross. “I do not stand here today to tell you what that volume must be, but I do expect industry to take the initiative on this by working across industry, with sporting bodies, with academics and harm prevention experts.”
The Minister also promised close monitoring of voluntary sports codes of conduct introduced by sporting bodies earlier this year to evaluate their effectiveness in mitigating harm.
A Shift in Safer Gambling Messaging
Addressing safer gambling messaging, Twycross criticized the current industry-led approach as unsustainable. She revealed plans to collaborate with the Department of Health and Social Care and the Gambling Commission to develop a new messaging framework.
“I am also eager to see improvements made to safer gambling messaging,” she stated. “Industry ownership of safer gambling messaging is not sustainable in the long term.”
The Minister acknowledged the Betting and Gaming Council’s engagement so far but called for more proactive steps, indicating that discussions on advertising and harm prevention will continue in the new year.
Balancing Industry Contribution and Consumer Protection
Twycross recognized the gambling industry’s contributions while underscoring the importance of a balanced approach to regulation. She highlighted both the economic and social value of gambling and the need to protect at-risk individuals.
“For me and the Government it is about balance – enabling an environment which allows those who want to gamble to do so safely,” she explained. “An environment that recognises the social and economic value the sector can bring. But also an environment which ensures the vulnerable and those at risk of harm are better protected.”
Stricter Oversight on Advertising Practices
Advertising was a recurring theme throughout Twycross’s address. She urged the industry to take greater responsibility to ensure advertising and sponsorship practices are appropriate and responsible.
“It is my expectation that industry can and should do more to work together, with each other and with us, to ensure that gambling advertising and sponsorship is appropriate, responsible and does not exacerbate harm,” she said.
Tackling Overseas Operators and White Label Sites
Responding to concerns about overseas operators using White Label UK sites to promote crypto-focused gambling platforms, Twycross announced plans to gather evidence and take further action if necessary.
“I am engaging with the Gambling Commission and industry to gather further evidence of their prevalence and impact. If further action is needed, we will take it,” she promised.
RET Levy and Future Reforms
Twycross also addressed the status of the RET levy funds aimed at preventing gambling harm. She emphasized the importance of appointing the right commissioner to oversee these funds, stating, “It is hugely important to get this decision right as we build a sustainable, futureproof system. We hope to confirm our plans in the coming weeks.”
