MPs have lamented the upcoming voluntary front-of-shirt ad ban for gambling companies in the Premier League and have called on the government to implement more marketing restrictions in the UK.
Front-of-shirt gambling sponsors will no longer be permitted for Premier League clubs from the start of the 2026/27 season following an agreement reached during the 2022/23 season.
In a parliamentary debate yesterday, 15 January, on the topic of gambling-related harm among young people, members said that while the measure was welcome, it did not go far enough.
As per the government’s white paper into the Gambling Act 2005 review, published in April 2023, there were no major advertising curbs placed on operators.
From next season, Premier League clubs will still be able to sport gambling firms as sleeve sponsors, as well as advertise brands on LED perimeter boards in stadiums.
Alex Ballinger, a member of the All Party Parliamentary Group for gambling reform, hit out at the lack of wider action from the government in regard to advertising.
Ballinger was one of the 101 Labour MPs who signed a letter calling on Chancellor Rachel Reeves to hike gambling duties in the Autumn Budget, which ultimately came to pass.
Ballinger said: “We have talked about the voluntary industry measures that have been put in place, including the front-of-shirt ban that is planned to be introduced later this year.
“Obviously, that is a step in the right direction, but it is just a drop in the ocean compared with the number of gambling adverts we see in a typical football match.
“We need to change the [Gambling] Act, but the government could do a lot of things right now that would not require primary legislation, including effective regulation on advertising, marketing and sponsorship. That can already be done by the Gambling Commission and the Advertising Standards Authority.”
Ballinger went on to cite advertising restrictions in the Netherlands, Germany, Italy, Spain and Belgium as standards for the UK to follow. Critics and industry stakeholders have argued these restrictions have led to black market growth on the continent.
Jim Dickson, the Labour MP for Dartford, added: “The front-of-shirt ban will not be nearly enough on its own; it is far from the end of the story. Gambling advertising, including perimeter TV and social media, continues to proliferate in sport.
“There are also the other parts of the shirt; this is a front-of-shirt ban on advertising, so stand by for lots more gambling company adverts on sleeves and other parts of the shirt from next season.”
Shadow culture, media and sport minister Louie French pointed out the “unintended consequences” of further regulation, including the tax hikes which will come into play from April 2026.
Remote gaming duty will rise from 21% to 40%, while from April 2027, remote general betting duty will jump from 15% to 25%.
He said: “We must be honest about unintended consequences. When policy decisions, including sharp tax rises, weaken the legal, regulated market – I have said openly before that I do not mind bashing the bookies, but I am worried about the growth of this – the activity does not stop, but moves to the illegal market.
“I have made that point before in the House. Evidence from abroad shows such displacement to the black market, where there are no age checks, safeguards or accountability. In my opinion, that environment is far more dangerous for children and adults alike.”
Some marketing restrictions, such as the upcoming ban on mixed promotions, were included in the white paper.
Culture, media and sports minister Ian Murray told parliament last week that the white paper recommendations must be implemented before a re-examination of the regulatory framework in the UK.
The post MPs claim Premier League front-of-shirt ban “will not be nearly enough” first appeared on EGR Intel.
The voluntary restriction, due to come into force next season, must be accompanied by other measures, according to participants in yesterday’s parliamentary debate
The post MPs claim Premier League front-of-shirt ban “will not be nearly enough” first appeared on EGR Intel.