Liverpool joins national campaign to end gambling advertising

Liverpool City Council has joined a national coalition campaigning for an end to gambling advertising as part of efforts to reduce gambling-related harm across the city.

The council has become the latest local authority to join the Coalition to End Gambling Ads, known as CEGA, which brings together councils, public health bodies, charities and campaign groups calling for tighter restrictions on gambling marketing.

The decision forms part of Liverpool’s Reducing Gambling Harms Action Plan, which was launched earlier this year and sets out a citywide approach focused on prevention, early intervention, improved access to support and reducing people’s exposure to gambling promotions.

Around one in six young adults in Liverpool is estimated to experience gambling-related harm, with men and people experiencing financial disadvantage considered particularly at risk.

The effects can include debt, mental health problems, relationship breakdown, homelessness and involvement with the criminal justice system. Stigma surrounding gambling problems can also discourage people from seeking support.

Council leaders say advertising can have a particularly damaging effect on young people and residents living in disadvantaged communities.

The gambling industry spends an estimated £2 billion each year on advertising, with marketing appearing across television, social media, sport and public spaces.

Liverpool City Council has previously worked to raise awareness of gambling harms through public health campaigns and partnerships, including initiatives delivered with Chapter One around major sporting events such as the FIFA World Cup.

Such events can be accompanied by a significant increase in gambling advertising and promotional offers.

Liverpool’s action plan brings together organisations working in health, social care, education, criminal justice and local communities. It aims to improve treatment pathways, coordinate support services and tackle the stigma surrounding gambling-related harm.

Joining CEGA will support the council’s commitment to reducing exposure to gambling through licensing decisions, advertising policies and wider public health campaigning.

The coalition now includes 16 local authorities, as well as organisations such as the Association of Directors of Public Health, the Royal Society for Public Health and the Faculty of Public Health.

Gambling harm charities, campaign groups and football clubs have also joined the alliance.

Anyone worried about their own gambling, or someone else’s, can access support through Liverpool’s local gambling harm services, the NHS Northern Gambling Service: https://www.northerngamblingservice.nhs.uk/ 

Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture, said: 

“Gambling harm has real and practical consequences. It can leave people struggling with debt, damage relationships, affect mental health and place huge pressure on families. 

“Through our Reducing Gambling Harms Action Plan we’ve committed to preventing harm wherever we can, making support easier to access and creating healthier environments for our residents. 

“Joining CEGA is an important part of that commitment. Gambling advertising is now everywhere, from TV and social media to sport and public spaces, and we know that constant exposure helps normalise gambling, particularly for children and young people. 

“Liverpool is proud to join councils across the country in calling for stronger action to protect people from gambling-related harm.” 

Professor Matthew Ashton, Director of Public Health for Liverpool City Council, said: 

“Preventing gambling harm isn’t just about supporting people once problems develop, it’s about reducing the factors that increase risk in the first place. 

“Our Action Plan takes a public health approach, bringing together partners across health, education, social care and the voluntary sector to improve prevention, raise awareness and strengthen support. 

“Joining CEGA allows Liverpool to play its part in a growing national movement calling for evidence-based changes to gambling advertising that will help create healthier communities.” 

Will Prochaska, Director of the Coalition to End Gambling Ads (CEGA), said: 

“Liverpool City Council is showing real leadership by recognising the harm gambling can cause and taking action to help prevent it. 

“By joining CEGA, Liverpool is adding its voice to a growing coalition calling for policies that put public health ahead of gambling industry interests. Together we can build the momentum needed to better protect children, young people and those most vulnerable to gambling harm.”