The All-Party Group (APG) on Reducing Harm Related to Gambling in the Northern Ireland Assembly is urging immediate action from the UK Government to limit gambling advertisements.

Following the recent enactment of the Gambling Reform Act, APG Chair Philip McGuigan MLA commented:

“This marks the first significant overhaul of gambling legislation in the south of Ireland in nearly seventy years. The reforms, which include a 5:30 am to 9:00 pm ban on gambling ads on television and radio, along with stringent restrictions on gambling-related social media content, aim to shield those vulnerable to gambling-related harm. Notably, the legislation also bans advertisements that could appeal to children.”

APG Vice Chair Robbie Butler MLA added:

“Northern Ireland now finds itself isolated as the only region in these islands without modern gambling legislation, despite the rise of the internet. Due to limited legislative time within this Assembly mandate, the Northern Ireland executive is unable to advance a gambling bill. Nonetheless, there are measures Westminster can implement now to protect citizens in Northern Ireland and beyond from gambling-related harms.

Through existing laws, the Government has the authority to impose restrictions on gambling advertising across the UK, mirroring those introduced in the Republic. Such measures could shield children from gambling-related promotions during sports broadcasts and reduce targeting of individuals affected by gambling issues on social media.”

APG Wants to Follow Republic’s Lead

The updated gambling laws in the Republic of Ireland will impose substantial limitations on gambling promotions. The newly established Irish gambling regulator is empowered to dictate the specific times, places, and occasions where gambling advertisements can be aired, shown, or published.

Additionally, the regulator can set limits on the frequency, length, and volume of gambling ads. The legislation introduces a watershed for gambling advertisements on television and radio between 5:30 am and 9:00 pm and bars gambling-related content on social media unless it is directed at individuals who follow a gambling company’s account.

The Act also bans any advertisement likely to make gambling seem appealing to children and prohibits the sale of branded merchandise intended for children or designed for events attended by children. This is seen as a significant move, given that recent cross-border research by Maynooth University and Ulster University has revealed that young people across Ireland face “extremely high levels of gambling marketing” through sports broadcasts and social media.

According to the APG, the new restrictions in the Republic of Ireland underscore the need for the British Government to act urgently to protect both Great Britain and Northern Ireland from pervasive gambling marketing, which has become embedded in sports viewership.

The APG cited recent research from Bristol University indicates that the volume of betting advertisements during the Premier League’s opening weekend had nearly tripled compared to the previous year.

It also noted that a new report from the Lancet Public Health Commission on gambling emphasizes that, due to the global reach of the gambling industry, international cooperation in regulatory measures for harm prevention is now essential.

Natasha Lyndon

Based in London, Natasha is a former sports journalist with experience working for some of the biggest athletes & brands in the world of sports and iGaming.