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Drivers of Gambling Marketing Restrictions – An International Comparison

Author: Ipsos Strategy and Advisory, The University of Bristol Published: November 2024
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Summary

This report outlines findings from a literature review and stakeholder interviews with leading gambling researchers. The study explores the social and political levers that led to increased regulation of gambling marketing in countries with comparable policy and cultural background, and considers the implications of this for GB.

Topics covered

  • Political will: key driver for regulatory changes, contrasting significantly between GB and comparator countries.
  • Role of evidence: while GB has robust evidence of harm, political inertia hampers meaningful change.
  • Public health vs. economics: focus on balancing societal well-being and commercial freedoms in policy discussions.
  • International Comparisons: Analysis of regulatory measures in Italy, Spain, Germany, and the Netherlands.
  • Marketing impacts: connection between increased marketing exposure and gambling-related harms.

Key findings

  • Gambling marketing is linked to increased gambling participation and harm, particularly among vulnerable groups like children.
  • European nations have shifted towards strict regulation or bans; GB is an outlier, relying on self-regulation despite substantial evidence of harm.
  • Political decisions, not evidence alone, drove reforms in other countries, emphasising public health over economic concerns.
  • Arguments against restrictions often include fears of job loss, black-market growth, and infringements on commercial freedoms.
  • Comparisons to sectors like tobacco show public health can outweigh commercial interests in regulation debates.

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