Amendments to the Sports Events Bill proposing a ban on gambling sponsorship were rejected by the UK House of Lords this week. Despite the legislative defeat, local authorities and campaigners are urging new Prime Minister Andy Burnham to address advertising regulations.
Liberal Democrat peer Baron Don Foster of Bath introduced two amendments during the report stage. The proposals sought to eliminate gambling advertising and marketing from venues covered by the legislation and establish data licensing rules for unlicensed betting operators. Gambling minister Baroness Twycross requested the withdrawal of these changes.
She stated that the government does not intervene in commercial sponsorship arrangements but will act if advertisements violate social responsibility standards. Regarding unlicensed data sharing, Twycross noted the government does not currently view it as a significant issue but will review it through the Illegal Gambling Taskforce if necessary.
Local Authority Pressure
Calls for gambling advertising reform are increasing at the municipal level. Liverpool City Council recently joined the Coalition to End Gambling Ads, followed shortly by Sheffield. This development places two northern cities within the alliance. The timing coincides with the confirmation of former Manchester mayor Andy Burnham as the next UK prime minister on Monday, June 20. CEGA director Will Prochaska suggested that addressing advertising restrictions could serve as a focus for the incoming administration.Similar legislative attempts have occurred previously. Last year, Lord Addington proposed amendments to the Football Governance Bill to review advertising and sponsorship, which were also rejected. Additionally, the English Devolution and Local Powers Bill recently reversed the "Aim to Permit" rule regarding retail gambling licensing for land-based premises.