Ending a Losing Streak

Gambling is not a fringe activity in Britain

The UK has one of the largest gambling markets in the world, worth around £16.8 billion a year. The industry is constantly growing, and expanding into qualitatively new and more addictive forms. With just our phones we can spend thousands of pounds on digital slot machines, take part in more than 40 different lotteries, and place bets on trivial micro-events in football matches second by second.

The public can see gambling everywhere - on their high streets, on their phones, on TV. They say that it's gotten more noticeable in recent years, particularly its advertising and sponsorships in sports. 

Despite two in five Britons telling us that they gamble, and the public believing that some forms of gambling (penny arcades, the lottery) are mostly harmless, we can see a growing sense of fatigue and frustration toward gambling in Britain. The public thinks there are too many adverts for gambling in all areas, and struggle to understand why their local high street might have three or four betting shops within walking distance of each other. Across the country, Britons would rather see an empty shop on their high street than a gambling one.

Risks and harms

Britons are aware of the harms that can come from gambling, and many have first-hand experience with it themselves. One in five tell us that they or a loved one have been affected by problem gambling, and the majority of Britons say that gambling has a negative impact on people. 

The way Britons gamble has been evolving over the past decade. While traditional forms like the National Lottery remain popular, online and mobile gambling have exploded in recent years, and the public is deeply concerned about this shift. Digital gambling is seen as gambling in its most harmful form: too accessible, too easy to hide from loved ones, and dangerously addictive.

The convenience of mobile gambling worries Britons precisely because it removes the natural barriers that once limited problem gambling. There's no need to physically walk into a betting shop, no cash changing hands to make losses feel real, and no closing time. The transition from cash to cards to electronic payments has made it harder for people to track their spending, and the public intuitively understands this creates particular dangers for those vulnerable to addiction.

Young men are particularly thought to be at risk. They're exposed to the most gambling advertising through sports and social media, they're more tech-savvy than older generations, and they're more likely to place high-stakes bets. Many Britons are horrified at how much money can be lost in such a short space of time on mobile gambling platforms. As a result, there is strong support for measures to slow down online gambling, with majorities favouring restrictions on the speed of slots and roulette games.

The public draws distinctions between different types of gambling. Low-stakes, social gambling like buying lottery tickets or penny arcades is seen as largely harmless. But high-stakes, solitary, rapid-fire digital gambling is viewed as dangerous and exploitative - and Britons want it much more tightly controlled.

Protecting Children and Young People

Of all the concerns Britons have about gambling, the impact on children and young people is the most urgent. Two-thirds of the public believe under-18s should not see any gambling advertising at all - a position that commands support across the entire political spectrum, from Reform voters to Greens.

The visibility of gambling advertising has exploded in recent years, and the public worries that children are particularly exposed. Almost two-thirds of Britons say they now see more gambling advertising on TV, online, and in sports sponsorship. Focus group participants described being shocked to encounter gambling promotions in unexpected places - while ordering takeaway pizza, or when teachers tried to show educational videos on YouTube to their classes.

There are also new forms of gambling which are accessible to children through video games. Popular games like FIFA/EA Sports FC, Roblox, and Counter-Strike contain "lootboxes" - virtual items that reward players with random prizes of varying value. The public, including gamblers themselves, tends to think these are essentially gambling products and should be regulated as such.

Parents and the public more broadly worry that young people are being primed for gambling addiction from an early age. Even if children can't legally gamble yet, constant exposure to gambling advertising creates familiarity and interest in an industry that could then exploit them once they turn 18. There's a strong sense that protecting the next generation from gambling harm must be a priority.

Who's to blame, and who should act

When it comes to gambling addiction, the public doesn't place blame solely on individuals or solely on the industry - they see it as a combination of personal weakness exacerbated by a regulatory framework that is too weak. This understanding of shared responsibility shapes what the public thinks should be done.

Many Britons do believe individuals bear significant responsibility for their gambling problems. Nearly half think the gambling industry and gamblers themselves are equally at fault, while 35% believe it's mainly the fault of people gambling. There's a common sentiment that problem gamblers lack self-control and will always find ways around restrictions. This view is particularly strong among regular gamblers, many of whom believe they personally have the discipline that others lack.

However, the public also takes a very dim view of the gambling industry's own efforts to prevent harm. Campaigns funded by gambling profits - like "when the fun stops, stop" - are seen as token gestures and half-hearted attempts that fall far short of what's needed. Many compare this to Drinkaware, pointing out a conflict of interest when companies profit from the very behaviour they're supposedly trying to discourage.

The public sees gambling as a vice similar to alcohol or tobacco, and believes it should be treated accordingly through regulation and taxation. There's particular concern about how gambling disproportionately harms those who are already vulnerable - those struggling financially are more likely to experience problem gambling, creating a vicious cycle.

What the Government can do

The political case for tighter gambling regulation is strong. There is cross-party consensus among voters that the industry needs tighter controls, with net support ranging from 46% among Reform voters to 67% among Conservative voters and 65% among Labour voters. This does not have to be a "war on fun" that will cost the government politically.

Crucially, the voter segments that were central to Labour's 2024 election victory are the most supportive of stronger intervention. Progressive Activists, the Incrementalist Left, and Rooted Patriots all heavily favour stricter regulation. These three segments helped deliver Labour's victory, and taking action on gambling could reinforce their support.

The public wants the government to prioritise reducing gambling harm over preserving the freedom to have an occasional flutter. By 68% to 22%, Britons say government policy should focus on protection from harm even if this impacts people's ability to bet casually. Among the Incrementalist Left, this rises to 83%, among Progressive Activists to 80%, and among Rooted Patriots to 76%.

Britons are strongly in favour of restricting advertising (especially where young people will see it), slowing down mobile and online gambling with greater barriers to entry, tracking losses to prevent people betting more than they can afford, and giving local councils more power to limit gambling venues in their communities.

The government has already raised taxes on online gambling in the recent budget, which enjoys broad public support. However, taxation alone might not be enough. If the government fails to also regulate more strictly to reduce gambling harms, it risks being seen as profiting from addiction rather than preventing it. Focus group participants expressed concern that government could become too reliant on gambling tax revenue, creating a perverse incentive to allow the industry to continue growing.

The public has noticed that gambling venues cluster in more deprived areas. Britons across every region of the country say they would rather have an empty shop on their high street than a gambling shop. Claims from the industry that closures would harm local economies fall flat - the public sees betting shops as signs of community decline, often associated with anti-social behaviour, not as valuable contributors to the local economy.

There is a political opportunity to take strong, targeted action on gambling regulation, helping the government rebuild trust and credibility by tackling an issue that is visible on every high street in Britain. Although Britons are not calling for total prohibition, they do want thoughtful regulation that protects the vulnerable, especially children, while still allowing adults to enjoy gambling in moderation. The government has a mandate to act.