Local councils across the UK, including those representing communities like Harrogate and wider North Yorkshire, are renewing calls for clearer controls on gambling advertising, saying recent national policy updates have failed to reflect how visible gambling promotion has become in everyday life.
Why gambling advertising has become a growing concern for councils
The statistics continue to fuel the debate around gambling advertising and its impact.
• 79% of young people report exposure to gambling advertising through online or offline channels
• 49% say they see gambling ads weekly on social media, with similar levels of exposure reported through mobile apps
Campaigners argue these figures raise serious questions about how effective current advertising rules really are, especially as digital platforms increasingly blur the lines between entertainment, sport and commercial promotion.
Industry estimates also suggest that UK gambling firms spend around £2 billion a year on advertising and marketing, making gambling one of the most visible sectors in the media.
That level of spend inevitably translates into saturation, something local authorities are ill-equipped to manage under existing rules.
That concern is not abstract. Gambling promotions now appear across social media, television, mobile apps, public transport, outdoor billboards and sports sponsorships. For councils serving towns like Harrogate, this visibility is a local, day-to-day reality, not just a national policy issue.
Residents encounter gambling adverts while shopping, commuting, attending sporting events or simply scrolling online. Councils argue that this constant presence risks normalising gambling behaviour, especially among younger audiences, at a time when financial risk and long-term consequences may not be fully understood.
Despite being responsible for many support services linked to gambling harm, councils are limited when it comes to influencing advertising. Most are only able to regulate ads on land or property they directly own. The majority of gambling advertising appears on private property, commercial transport networks or digital platforms regulated nationally. Responsibility without authority has become a key driver behind the latest push for reform from local councils.
It's not gambling councils oppose, it's how it's promoted
Councils are keen to stress that they are not calling for gambling itself to be banned. Gambling remains a legal and regulated activity in the UK, and participation is common. A report published by the Gambling Commission in December 2025 found that around 48% of adults had gambled in the previous four weeks. When lottery-only participation was excluded, that figure fell to around 28%. It's this distinction between lawful participation and the scale of promotion that councils say has become blurred.
The objection lies in how heavily gambling is advertised, and where that advertising appears. Councils say the volume, placement and tone of promotions have shifted gambling marketing from information to persuasion, especially in public spaces and digital environments that are hard to avoid.
In places like Harrogate, where councils work to promote wellbeing and tourism-friendly town centres, the prominence of betting promotions can feel at odds with wider community goals.
There are healthier ways to advertise regulated gambling without relying on constant incentives or repeated visual prompts. Rather than saturation marketing, they support approaches that prioritise transparency, safety and informed decision-making.
This includes signposting people to independent information sources rather than pushing promotional messaging. For example, consumers looking for trusted online casinos in the UK can consult platforms like Casino.org, which focus on licensing standards, player protection and responsible gambling, providing the right tools to gamble responsibly and find the right platforms. This kind of approach supports safer engagement without overwhelming public or digital spaces.
What councils want to see next
More than 80 councils have now publicly backed calls for clearer national controls on gambling advertising. Rather than seeking a blanket ban, councils are asking for a consistent framework that reflects how advertising operates today, especially online. They want clearer rules on where gambling ads can appear, when restrictions should apply and how local authorities can play a meaningful role in managing exposure in their communities.
Supporters argue this would give councils greater confidence that they are acting in line with national policy, while reducing the need for reactive responses to public concern.
For towns and communities across the UK, including Harrogate, the debate ultimately comes down to balance. Councils say they recognise gambling as a legitimate leisure activity for many adults, but want reassurance that public spaces and shared digital environments that are not dominated by promotional messaging.
In North Yorkshire, where councils are focused on maintaining safe, welcoming town centres and supporting community wellbeing, local leaders say clearer national rules would help to ensure local priorities are not undermined by advertising decisions that are made elsewhere.
Until advertising controls are addressed more directly at a national level, local authorities warn the same tensions will continue to be an issue, with councils left managing the consequences of a system they have little power to shape.
