UK Gambling Advertising Reform Sends Warning to Australia

The new UK rules specifically target digital platforms and affiliates that were previously operating in a grey area.

These are websites and services that promote gambling operators without full oversight. All operators are now required to comply with the stricter marketing standards and restrictions on gambling ads during certain programming. They’re also instructed to include clear warnings about gambling risks (although this rule has been imposed by the UKGC since 2021) and imposed limits on the type of content they share.

The UK government claims that these measures are designed to protect minors and reduce problem gambling, while maintaining a fair playing field for the UK licensed operators.

According to analysts and industry experts, these changes could significantly impact the gambling marketing sector, especially online. Affiliates who earn substantial commissions by driving traffic to unregulated casino and betting sites may see their income disrupted, and large international gambling operators will have to adjust their marketing strategies to comply with the UK’s new rules.

Earlier this year, Australia introduced some of the strictest gambling advertising rules in the world, especially during televised sports. Australian local operators have been relying on sponsorship deals and targeted online and TV campaigns to attract customers for years. However, the growing public concern about gambling harm (especially among young people) has pressured the Australian government to look for stricter controls.

Some of the proposed measures include banning gambling ads during live sports broadcasts, limiting online promotional content, and enforcing rules similar to the UK’s approach to social media influencers. These changes aim to reduce viewer exposure to gambling promotions while still allowing regulated operators to promote themselves legally.

Certain groups have been calling for an outright ban on gambling advertising, which would have stopped all ads across live sports, digital platforms, and other media. However, Prime Minister Anthony Albanese rejected this proposal, arguing that a total ban could unfairly penalise licensed operators and drive customers toward unregulated services instead.

Instead, the government is moving toward more targeted restrictions,  such as banning ads during live sports broadcasts, limiting online promotional content, and applying rules similar to the UK’s approach on social media influencers.

The UK’s new measures on gambling advertising offer several important lessons for Australia as it’s in the process of tightening its own gambling advertisement regulations.

One key takeaway is the need for comprehensive rules that cover all marketing channels, but don’t penalise licensed operators. Restricting traditional media alone is not enough, as digital platforms, social media, and influencer marketing have become major methods for promoting gambling, and they’re often unregulated and reach younger audiences.

Another lesson is the importance of closing loopholes in affiliate and other forms of digital marketing. In the UK, unlicensed websites were able to promote gambling services without oversight, thus undermining regulatory efforts. Now, these affiliates have been brought under stricter rules in order for the UK government to ensure that marketing is transparent and fair across all channels.

Finally, the UK experience shows the market implications of stricter advertising rules. Companies that rely heavily on digital marketing and sponsorship deals may see a decrease in revenue streams and stock performance once the new rules are enforced. Australian operators may face similar challenges if additional restrictions are introduced, so they’ll have to adjust their marketing strategies to be compliant with the new regulations and maintain profitability.