A cross-party group of House of Lords peers has called for a blanket ban on gambling advertising in the UK, similar to tobacco restrictions, arguing it would be the most effective way to reduce public harms. The 173-page report from the liaison committee criticises the government for being "too passive" in the face of explosive growth in digital gambling advertising and social media influencing. However, the industry's lobby group, the Betting & Gaming Council, has condemned the proposal as "deeply misguided", claiming it would benefit illegal operators whilst removing a competitive advantage for licensed businesses.

The UK gambling sector generated £12.6bn from customers last year, whilst up to 1.4 million people have gambling problems according to official statistics. The report proposes carve-outs for the National Lottery and racecourses, and acknowledges that a ban would likely shrink the sector but argues it would ultimately benefit the economy as money is redirected elsewhere. Since liberalisation through the 2005 Gambling Act, advertising spend has ballooned to £2bn annually by 2024, compared to only bingo, football pools and lotteries being permitted on television beforehand.