British gambling companies reportedly allocated £2 billion to advertising and marketing in the past year, according to estimates from media insights group WARC. This expenditure includes various forms of promotion, such as print and digital ads, along with payments to affiliates who direct customers to specific operators. This figure exceeds the £1.2 billion in taxes collected by the Treasury from online casino companies last year.
Some industry sources suggest that the actual spending on gambling advertisements could be substantially higher, as accurately measuring digital marketing expenses remains challenging. If true, the total could approach or surpass the £2.5 billion raised through the main duties of the industry, which also encompass taxes on slot machines and sports betting.
The Chancellor, Rachel Reeves, faces pressure from think tanks, Members of Parliament, and former Prime Minister Gordon Brown to increase gambling duties in an upcoming budget, aiming to strengthen public finances. However, the Betting and Gaming Council (BGC) has disputed WARC’s estimate, claiming the industry’s advertising spend is closer to £1 billion—a figure that is notably lower than a 2018 estimate of £1.5 billion from consultancy Regulus Partners.
While some MPs and advocacy groups argue for an increase in taxation, suggesting that the industry’s significant marketing expenses call into question claims of financial fragility, industry representatives assert that raising taxes could push consumers toward unregulated markets that lack safety measures.
Experts argue that reducing advertising budgets may inadvertently benefit illegal operators by diminishing the visibility of licensed services. Supporters of the gambling industry point out that a portion of advertisement investments is dedicated to promoting responsible gambling. The impact of potential tax adjustments is still a point of contention among stakeholders.
Source: https://www.theguardian.com/society/2025/nov/23/uk-gambling-firms-advertising-rachel-reeves-budget