$2.6bn in Advertising: UK Gambling Industry’s Spending Fuels Calls for Higher Taxes

^{Pictured: MP Alex Ballinger}

UK gambling operators spent around £2bn ($2.6bn) on advertising and marketing in 2024, according to data from analytics group WARC. The estimate has intensified calls for Chancellor Rachel Reeves to raise taxes on the sector, The Guardian reports.

The figure includes spending by bookmakers, online casinos and gaming machine operators across media, digital channels and affiliate marketing.

This amount exceeds the £1.2bn ($1.57bn) generated for the Treasury by online casinos over the same period.

Media industry representatives note that actual spending may be even higher due to the difficulty of tracking digital advertising. In that case, the total could approach £2.5bn ($3.27bn) — a sum comparable to the core taxes the industry pays overall.

The Betting and Gaming Council (BGC) disputed WARC’s estimate, claiming that gambling companies spend around £1bn ($1.3bn) on advertising, with 20% of TV and online materials dedicated to safer gambling messaging.

WARC’s figures prompted reactions in Parliament. Treasury Committee chair Meg Hillier pointed out that industry representatives warn of up to 40,000 job losses if taxes rise, while marketing budgets remain high. Labour MP Alex Ballinger called the £2bn spend “an astronomical amount”.

The Coalition to End Gambling Ads said that if taxes are increased, operators may cut advertising expenditure.

Coalition director Will Prochaska argued that companies “have the option to reduce advertising rather than shut departments or cut customer payouts”.

Eilers & Krejcik Gaming analyst Alan Bowen added that a sharp reduction in marketing budgets could strengthen the position of illegal operators.

Earlier, Gambling Park reported that UK bookmakers are prepared to lower odds in response to the anticipated tax increases.