UK city officials urged to intervene on direction of gambling policies

Pressure mounts on mayoral interventions on gambling policies, beyond the context of the Gambling Review…

The UK Gambling Commission (UKGC) and the central government’s Department for Culture, Media and Sport (DCMS) are recognised as the two policymakers with the biggest impact on gambling regulations and policies.

There are many other stakeholders, of course, that have an impact – the Betting and Gaming Council (BGC) trade and standards body, the various operators and suppliers themselves, harm prevention and minimisation groups and charities, and sports stakeholders, to name a few examples.

An authority often overlooked is local government and the influence city administrators can have on the industry was seen in two separate developments this week.

In a notable case of media scrutiny, Sadiq Khan, Mayor of London, has been facing pressure to make good on some electoral promises around gambling. According to The Standard, Caroline Russell, a Green Party Member of the London Assembly, has accused the Mayor of ‘backtracking’ on an electoral promise.

Khan had previously pledged in his 2021 re-election campaign that he would push for a ban on betting and casino adverts on the London Underground. This would require Transport for London (TfL), which Khan is Chair of by default as Mayor of London, to enact an anti-gambling ad policy.

Four years down the line, however, and gambling ads remain on the tube. The Standard reports that Khan is waiting to “hear more detail about the Government’s plans in this area” before pushing for a change in TfL policy.

Could regional policy have national implications?

While this does not spell any immediate changes for the industry in the short-term due to Keir Starmer’s Labour government committing to seeing out the recommendations of the Gambling Act review White Paper, published under its Conservative predecessor, it does showcase the influence local and regional politicians can have on the industry.

Over five million people use the London Underground every day. Tube ads may not be the most effective way of connecting with potential customers, less so than online ads or sports sponsorship, but can still play a valuable role in the marketing mix – a role which Khan could remove from the mix if he wishes.

The influence some of Britain’s more prominent politicians can have on the national scene also cannot be understated. Leaders like Khan, or Mayor of Greater Manchester Andy Burnham, have influence and appeal within the governing Labour Party, and any opinions they have about the industry will likely be taken seriously.

Speaking of Manchester, heading around an hour’s drive west of the city to its industrial and sporting rival Liverpool, another development has played out in Merseyside this week, showing the role of local government in gambling.

Liverpool City Council announced this week that it is working on a cross-sector initiative around gambling harm prevention with Liverpool John Moores University. The programme aims to create an evidence-based action plan to reduce gambling harm, share best practice and organise workshops.

The plans have roots in a survey which found that 30% of adults in Liverpool gambled in the past year. The study further estimated that around 12% of adults in the city have experienced gambling related harm, nearly double the national average for England, and put the number of residents who experienced household gambling ‘as an advertised childhood experience’ at 25,000.

“Gambling harm often goes unnoticed, yet its impact on individuals, families, and communities can be devastating,” said Councillor Harry Doyle, Liverpool City Council’s Cabinet Member for Culture, Health and Wellbeing.

“Too many people suffer in silence, facing financial hardship and serious mental health challenges. The research, carried out in partnership with Liverpool John Moores University, is a vital step in identifying those most at risk and ensuring they receive the right support.

“We are committed to continuing this work alongside our partners, taking proactive action to prevent harm and provide help where it’s needed most.”

Liverpool’s government is not alone in airing these concerns, with councilors across other towns and cities like Manchester, Leeds, and Blackpool expressing similar sentiment over recent years.

Though not as directly impactful as changes in regulation at the UKGC or legislative changes initiated at the DCMS, the policies and opinions of local mayors and councils should be considered by betting stakeholders.

For one thing, councils have a final say in whether a new betting shop can be opened, but their opinions may also be indicative of general public feeling towards the industry, and whether or not this needs to be improved.