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Europe's attitude toward gambling advertising has changed significantly. Countries that once treated gambling ads as part of everyday media now see them as a serious public health risk, with each country taking a different approach. That puts any online casino looking to access audiences in Europe in a tricky spot, because what's perfectly fine in one region could be completely banned in another.
Great Britain, however, stands out for being more open. And that contrast is exactly why the UK is suddenly at the center of the debate.
Europe Tightens Regulations
Across the continent, governments have spent the last few years restricting gambling advertising. Italy enforced strict measures with the 2019 Dignity Decree, which banned almost all direct and indirect ads. Spain followed with its Royal Decree in 2020, banning late-night ads, celebrity endorsements, and bonus promotions.
Belgium and the Netherlands took their own path by banning ads entirely from the media. Germany implemented strict rules too, mainly targeting online poker and slots promotions.
The message from Europe is clear: less visibility, fewer risks. At least, that's the idea behind these policies.
The UK Takes Another Path
But then there's Great Britain, where gambling ads still appear on TV, social media platforms, and digital channels, as long as they follow the Gambling Act 2005. The rules prohibit misleading content or anything that could appeal to those under 18, and the industry's Betting and Gaming Council monitors compliance.
However, GambleAware argues this isn't nearly enough. Their recent report says Great Britain is lagging behind Europe, mainly because its rules are more permissive and haven't changed much despite growing public concern. They point out that UK fans watching a Premier League match are exposed to tens of thousands of gambling-related messages in just one weekend, something much less common in countries that have enforced strict bans.
The charity believes advertising increases participation, raises the overall level of harm, and normalises gambling for kids who shouldn't be anywhere near it. They say the evidence is strong enough to justify new restrictions, and that the solution is straightforward: bring in a watershed ban for broadcast ads, restrict online marketingand add smoking-style health warnings to all gambling promotions.
Difference in Opinions
Supporters of the UK's current model say that banning ads doesn't erase demand, and that over-regulating them could push customers toward offshore or unlicensed operators, which would create a different set of risks entirely. They also point out that gambling is deeply rooted in UK cultureand sudden changes could create more problems than they solve.
Critics say the UK's approach feels outdated compared to Europe's modern, health-first stance. They want curfews, warnings, restrictions on visibility, and fewer ads during sports events.
And public opinion sits somewhere in the middle. Most agree that changes are needed but haven't quite settled on the right level of regulation.
Is the UK Really Falling Behind?
For operators trying to map out Europe as a market, the landscape is always changing. Italy allows almost nothing. Belgium and the Netherlands are close to zero tolerance. Germany has limits but still allows certain formats. Spain has curfews. And the UK remains open. For now.
This doesn't necessarily mean the UK is lagging. It means it's chosen its own path, trying to balance cultural norms with responsible gambling measures. However, political dynamics could change, and if public pressure keeps rising, the UK may move closer to the European model over time.
Right now, though, it's a story of two regulatory worlds: one leaning towards silence, and one still allowing operators to speak, provided they do so responsibly.