UK gambling ads plummet as illegal operators flood social media with risky promotions
Gmail ads from licensed operators in the UK have been falling since 2021. New figures show they now make up just 2.7% of total advertising spending in 2025, down from 3% the previous year. Meanwhile, illegal operators are stepping in with aggressive online campaigns that bypass safeguards.
The decline in legal gambling ads comes as stricter regulations take hold. Regulated firms have cut back on promotions, while spending on responsible gambling messages has risen. The Gambling Commission has also proposed raising licensing fees by 30% for operators.
At the same time, illegal gambling sites are flooding social media with ads. These platforms often lack age checks, consumer protections, or any oversight. Many target vulnerable users, exploiting gaps in enforcement.
The government is also tightening financial rules. The Remote Gaming Duty, a tax on online gambling profits, will jump from 21% to 40%. This move aims to curb industry excesses but could push more players toward unregulated sites.
Legal gambling ads now represent a smaller share of UK advertising. Stricter fees and taxes are reshaping the industry, but illegal operators continue to thrive online. Without stronger enforcement, unlicensed sites may keep growing their reach.
