A UK public-health research consortium has urged the government to significantly expand its proposed restrictions on gambling sponsorship, calling for the rules to cover licensed operators as well as companies operating outside the British regulatory system.
The Local Health and Global Profits (LHGP) consortium made the recommendation in response to a Department for Culture, Media and Sport (DCMS) consultation on advertising and sponsorship by gambling companies that do not hold a Gambling Commission licence. The consultation closed on 9 September, with the government expected to publish its response later in 2026.
DCMS launched the consultation in July amid concern over the growing visibility of offshore betting brands in British sport, particularly football. Under existing rules, a company without a UK gambling licence can still enter a sponsorship agreement provided its gambling services cannot be accessed by consumers in Great Britain.
The government argues that this arrangement has become increasingly difficult to justify because geo-blocking can be circumvented through virtual private networks. It also says unlicensed operators may lack the consumer protections required of Gambling Commission licensees and could create additional money-laundering risks.
LHGP calls for restrictions on licensed brands
LHGP supports closing the loophole for offshore operators but believes restricting only unlicensed brands would leave much of the gambling marketing market untouched.
The consortium has therefore recommended extending the prohibition to sponsorship and advertising by both licensed and unlicensed gambling businesses. It argues that widespread exposure to gambling marketing can influence gambling participation and increase the risk of harm, particularly among people who are already vulnerable.
The University of Bath, one of the institutions involved in LHGP, said the consortium’s submission also raised concerns about what it describes as a “balloon effect”. The argument is that when advertising is restricted in one area, companies can redirect marketing budgets toward channels where regulation is less restrictive.
Under the government’s current proposal, licensed gambling companies would still be able to sponsor sport. Offshore companies affected by the new rules could also no longer appear through physical sponsorship arrangements in Britain.
DCMS intends the restrictions to cover assets including team kits and equipment, pitch-side advertising, programmes, venue infrastructure and the naming of leagues, events and venues. The proposed rules would apply across the economy rather than sport alone, preventing unlicensed operators from simply shifting sponsorship spending into areas such as music or cultural events.
Digital advertising also targeted by researchers
LHGP is additionally pressing the government to include online and digital gambling advertising in broader restrictions.
That would represent a major expansion of the current plan. DCMS has explicitly said its proposed secondary legislation would focus on physical forms of advertising and sponsorship. Extending the prohibition to online gambling advertising would require primary legislation, which the government said could be considered later if sufficient evidence supports further intervention.
LHGP argues that excluding digital marketing creates an obvious route for advertising expenditure to migrate online. The consortium has highlighted the role of targeted advertising, algorithms and other data-driven marketing techniques in reaching consumers on digital platforms.
The University of Bath’s summary of the consortium’s position says the gambling industry spends around £1.5bn annually on advertising. It also cites research linking greater exposure to gambling advertising with higher levels of gambling activity. Those figures form part of LHGP’s case for a wider public-health approach rather than restrictions focused solely on unlicensed businesses.
The proposal therefore puts LHGP at odds with much of the regulated betting industry. Licensed operators and industry representatives have broadly backed stronger action against offshore competitors, arguing that unlicensed companies do not face the same compliance, tax and player-protection obligations as regulated businesses.
Government considering August 2027 start
DCMS has proposed two possible implementation models if the unlicensed sponsorship ban proceeds.
Its preferred option is a fixed start date in August 2027, before the 2027/28 football season, after which affected advertising and sponsorship would have to disappear regardless of existing contracts. An alternative would prevent new agreements after the legislation is introduced while allowing existing contracts to continue until no later than the beginning of August 2028.
The department estimates that about 40% of Premier League clubs had advertising or sponsorship arrangements involving unlicensed gambling operators during the 2025/26 season, illustrating the potential commercial impact of the change.
LHGP wants the government not only to maintain the timetable but to turn the proposal into a substantially wider restriction covering regulated gambling brands and digital advertising.
DCMS has yet to announce which approach it will adopt following the consultation.