London councils push to reduce gambling ads underground

Mayor Sadiq Khan first pledged to ban gambling advertisements on the London Underground in 2021. Now, almost five years later, the issue is regaining momentum as local authorities in the capital increase pressure on transport authorities and national regulators to implement stricter restrictions.

The effort reflects a broader concern regarding the impact of gambling promotion in public spaces and the growing calls from residents and community groups to limit exposure, particularly for younger and more vulnerable populations.

Expansion of the Coalition to End Gambling Ads

The Coalition to End Gambling Ads (CEGA), established at the beginning of 2025, aims to reduce the presence of gambling advertising across London. The organization has been active in lobbying local councils and authorities to support restrictions, particularly in high-footfall areas such as transport networks.

Following Haringey Council’s decision to join CEGA in January, five more councils have now officially become members: Barnet, Brent, Enfield, Hackney, and Lewisham. These councils have all raised concerns about the prevalence of gambling venues on high streets, as well as the widespread visibility of gambling advertising across public spaces.

While the number of high-street betting shops has reportedly declined over the last 15 years, council representatives argue that the visibility of gambling promotion remains disproportionately high. Their involvement in CEGA underscores a desire to take a proactive stance on public health and responsible advertising, particularly in areas frequented by minors.

Local authorities seek greater planning powers

Earlier in April 2025, several councils launched a campaign urging the government to grant more powers to local authorities to influence planning decisions related to gambling premises. With 38 councils signing the petition, the initiative called for stricter local oversight on where gambling establishments and advertisements can be located.

Among the councils at the forefront of this initiative, Brent has distinguished itself as particularly proactive. The borough has commissioned multiple studies assessing gambling-related harm in local communities, highlighting concerns about social and financial consequences linked to gambling access.

Current figures indicate the following number of licensed high-street betting shops in each council: Brent – 77, Enfield – 77, Haringey – 63, Barnet – 61, Lewisham – 53, and Hackney – 43. While Hackney did not participate in the earlier planning campaign, it has now formally joined CEGA to support the broader objective of reducing gambling exposure.

Contradicting data on high-street betting

The Gambling Commission’s most recent report on the size of the British gambling sector contradicts claims that high-street betting shops are increasing in number. In 2009, the UK had 8,872 betting premises, but this number had fallen to 5,825 by March 2025.

Despite this decline, local authorities argue that the density of gambling shops remains a concern in certain neighborhoods and that advertising continues to normalize gambling behaviors, particularly among young adults. The councils involved in CEGA are pushing for regulatory measures that allow them to exercise more influence over both physical premises and advertising campaigns in their jurisdictions.

Impact of UK gambling tax changes on operators

In addition to local campaigns, national-level changes are influencing the landscape of gambling operations in the UK. Following the recent increase in UK gambling taxes, major operators including Evoke (William Hill), Flutter (Paddy Power), Entain (Ladbrokes), and Betfred are expected to reassess their physical retail operations.

Industry analysts anticipate that these companies may close additional high-street betting shops to manage costs, particularly in areas where revenue from physical betting is declining. While online gambling continues to grow, physical shops face increased regulatory scrutiny and financial pressures, which could lead to further consolidation in the sector.

Public health and community concerns

The campaign to reduce gambling advertising is not purely regulatory. It is also rooted in public health concerns. Studies have shown that exposure to gambling marketing can contribute to risky gambling behaviors and increase the likelihood of problem gambling among vulnerable populations.

Local councils joining CEGA have emphasized the need to protect young people from such exposure. By limiting advertising in public transport hubs and other high-traffic areas, authorities hope to reduce the normalization of gambling behaviors.

Barnet, Brent, Enfield, and Lewisham, in particular, have highlighted the potential links between concentrated high-street betting shops and local social challenges, including financial hardship and gambling-related harm. By participating in CEGA, these councils are aligning themselves with a growing national movement seeking to promote responsible gambling practices.

Challenges in implementing advertising bans

While the campaign has gained momentum, practical challenges remain. Any restrictions on advertising in public transport spaces require coordination with multiple stakeholders, including Transport for London (TfL), advertising agencies, and national regulators.

Mayor Sadiq Khan’s 2021 pledge to ban gambling ads on the Underground has yet to be fully realized, largely due to regulatory and contractual complexities. Campaigners argue that meaningful restrictions will require sustained political will and clear legislative frameworks that empower local councils to enforce bans effectively.

The role of local advocacy and community engagement

Local advocacy continues to be a critical component of the movement to reduce gambling exposure. CEGA and the councils involved are engaging with residents, schools, and community groups to raise awareness of the potential harms associated with gambling marketing.

Public consultation processes and research into community attitudes toward gambling have been used to support lobbying efforts for more robust restrictions. This approach emphasizes transparency and accountability while balancing commercial interests with public health priorities.

Future outlook for gambling regulation in London

Looking ahead, the future of gambling advertising regulation in London appears to hinge on a combination of local advocacy, national policy changes, and industry compliance. The trend toward reducing high-street gambling presence, coupled with increasing awareness of gambling-related harm, suggests that further restrictions on advertising may be likely in the coming years.

The involvement of additional councils in CEGA signals a broadening coalition of local authorities committed to proactive regulation. If successful, this initiative could set a precedent for other cities in the UK and internationally, reinforcing the role of local governments in safeguarding public health while regulating commercial activity.

Conclusion

The push to limit gambling advertisements on the London Underground and throughout the capital is gaining momentum. While the number of physical betting shops has declined, the prominence of gambling marketing remains a concern for local authorities and public health advocates.

By joining forces through CEGA, London councils are advocating for stronger local oversight of both gambling premises and advertising, emphasizing the importance of responsible regulation in protecting communities. The ongoing dialogue between councils, operators, and regulators will likely shape the future landscape of gambling in London, balancing commercial interests with social responsibility.

FAQs

What is CEGA and its purpose?
CEGA, the Coalition to End Gambling Ads, is a campaign group focused on reducing gambling advertising across London and supporting responsible gambling initiatives.

Which London councils have joined CEGA?
Haringey, Barnet, Brent, Enfield, Hackney, and Lewisham councils have joined CEGA to support efforts to reduce gambling ads and high-street gambling presence.

Why are councils concerned about gambling advertising?
Councils are concerned that visible gambling ads contribute to risky gambling behaviors and normalize gambling, especially among young people.

Has the number of high-street betting shops increased?
No, the number of high-street betting shops has declined from 8,872 in 2009 to 5,825 in March 2025.

What impact does gambling tax have on operators?
Rising UK gambling taxes may lead operators like William Hill, Paddy Power, Ladbrokes, and Betfred to close additional betting shops to reduce costs.

What challenges exist for banning ads on the Underground?
Challenges include coordinating with Transport for London, advertisers, and regulators, as well as navigating existing contracts and legislative frameworks.

How does local advocacy influence gambling regulation?
Local advocacy helps councils engage residents and community groups, build public support, and strengthen lobbying efforts for stricter gambling controls.

Are online gambling trends affecting physical shops?
Yes, online gambling growth combined with regulatory pressures and higher taxes is encouraging operators to consolidate or close high-street betting shops.

What role does public health play in CEGA’s campaign?
Public health concerns, particularly the risk to vulnerable groups and youth exposure to gambling, are central to CEGA’s campaign for advertising restrictions.

What is the expected outcome of these initiatives?
If successful, the initiatives could result in stricter advertising restrictions, fewer physical betting shops, and enhanced local control over gambling premises in London.