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Northern Ireland's All-Party Group (APG) on Reducing Harm Related to Gambling is urging the Westminster government to introduce stricter restrictions on gambling advertising. This comes as the region remains the only jurisdiction in the UK and Ireland without updated gambling legislation since the rise of the internet, leaving it vulnerable to the potential harms of excessive gambling promotion. The APG’s call for action follows similar reforms recently implemented in the Republic of Ireland, which have been seen as a model for protecting consumers, especially young people, from the risks associated with gambling exposure.
The APG is pressing for gambling advertising restrictions similar to those included in Ireland's comprehensive Gambling Regulation Bill, passed in October 2024. This new legislation, which overhauls the country’s gambling sector, includes key provisions such as a 5:30 am to 9:00 pm watershed for gambling ads on TV and radio. The law also imposes a de facto ban on gambling-related content on social media platforms, and specifically prohibits advertisements targeting children or promoting gambling-themed merchandise aimed at young people. These measures are intended to safeguard vulnerable populations, particularly minors, from being exposed to gambling content in environments where they are most susceptible.
Robbie Butler MLA, vice chair of the APG, stressed that Northern Ireland now stands alone in not having modernized its gambling laws. He highlighted the urgency for Westminster to step in, given that the Northern Ireland Executive currently lacks sufficient time in its legislative mandate to pass new gambling laws. "Northern Ireland now stands alone as the only jurisdiction on these islands without updated gambling legislation since the advent of the internet," Butler remarked, pointing out the pressing need for change.
The APG advocates for immediate action to prevent harmful gambling marketing, especially during sports broadcasts, where young audiences are particularly vulnerable. Recent research, including a study by Maynooth University and Ulster University, shows how young people across Ireland are exposed to high levels of gambling-related content, particularly through sports programming and social media platforms. In addition, research from Bristol University has found that gambling ads have increased significantly, with nearly three times as many betting advertisements airing during the Premier League season’s opening weekend alone.
One of the primary concerns of the APG is the protection of young people and those already at risk of gambling harm. The group has cited academic studies that underline the dangerous exposure young audiences face due to the prevalence of gambling ads during popular sports events. As a result, the APG is calling for a similar ban on gambling-themed clothing and merchandise aimed at children, a measure already incorporated in the new Irish legislation.
Philip McGuigan MLA, APG Chair, praised the recent reforms in the Republic of Ireland, calling them "the first comprehensive reform of gambling law in the south of Ireland in almost seventy years." He believes that these changes will provide much-needed protection to vulnerable individuals at risk of gambling addiction and related harms. "We must ensure that the protections introduced in Ireland are mirrored in Northern Ireland, and that our young people are not bombarded with gambling-related marketing in environments where they are most impressionable."
The APG’s appeal for action in Northern Ireland is not just about catching up with legislative changes in the Republic of Ireland, but also about taking proactive steps to safeguard the health and well-being of the public. With the support of academic research and growing public awareness, the APG is urging the British government to act swiftly and impose restrictions on gambling advertisements before the harms become further entrenched.
As Northern Ireland continues to grapple with its lack of updated gambling laws, the APG remains hopeful that Westminster will use its existing powers to introduce protections for the public, particularly young people, who are increasingly exposed to gambling content in daily life. The APG’s message is clear: it’s time for reform, and it’s time for action.
Sources: Gambling Insider, IGB
