In her debut public appearance as the UK’s Gambling Minister, Baroness Twycross urged gambling operators to act to limit advertising.
“The matter of what is deemed appropriate should be evaluated collectively,” the Minister stated. “It’s not just about individual operators. Today, I’m not here to dictate the exact volume, but I do expect the industry to proactively collaborate with sporting entities, academics, and harm prevention specialists.”
She emphasized that her department will scrutinize the new sports codes of conduct, voluntarily implemented by sports organizations earlier this year, to ensure they lead to significant changes.
“I am keen to see enhancements in safer gambling communication,” she added. “Industry-managed safer gambling messaging isn’t sustainable long-term. Therefore, we’re partnering with the Department of Health and Social Care and the Gambling Commission to formulate a new messaging strategy.”
“This is a reasonable and measured request for the industry,” she remarked. “I’m thankful for the previous collaboration with the Betting and Gaming Council and anticipate more robust actions on advertising. A meeting is scheduled for the new year to deliberate further.”
Overall, Twycross stood out as a balanced voice at the GambleAware conference in London. She acknowledged the industry’s contributions and the importance of balancing commercial interests with the duty to protect individuals from gambling-related harm.
“As much as we acknowledge the potential harm from gambling, and the risks it poses to certain individuals, we must also appreciate—for instance—how bingo can alleviate loneliness for some, and the enjoyment derived from betting on horse races. We should also recognize the good causes supported by the National Lottery,” Twycross mentioned.
“For the Government and me, it is about achieving equilibrium—a scenario enabling safe gambling for enthusiasts while recognizing the social and economic contributions of the gambling sector. Simultaneously, it’s crucial to safeguard those who are vulnerable or at risk.”
However, advertising was the main focus in other sessions, drawing the strongest comments from Twycross.
“I anticipate that the industry can and should do more collaboratively, both internally and with us, to ensure gambling advertising and sponsorship are suitable, responsible, and do not increase harm,” she declared.
In light of the collapse of Leicester City’s sponsor, BC Game, Twycross also committed to exploring the matter of overseas operators using their UK White Label sites to promote foreign (often crypto) platforms.
“I am consulting with the Gambling Commission and industry to gather more evidence on their prevalence and impact. If necessary, we’ll take further steps,” she assured.
She acknowledged the pressing need to appoint a commissioner for managing the RET levy funds focused on preventing gambling harms.
“It is critically important to make the right decision as we establish a sustainable, future-ready system. We aim to announce our plans in the forthcoming weeks,” she concluded.