London gambling ads continue despite TfL ban pledge

Gambling companies have spent nearly £5 million advertising across London’s transport network since Mayor Sadiq Khan pledged in 2021 to ban such promotions. The delay in implementing the restriction has been largely attributed to a continued lack of guidance from central government regarding the relationship between gambling advertising and potential harm to individuals and families.

During his 2021 mayoral election campaign, Sadiq Khan promised to extend Transport for London’s (TfL) advertising ban, which at the time covered junk food, to include online casinos and bookmakers. His campaign highlighted the “devastating” impact of gambling addiction on both individuals and families, emphasizing the social and economic costs associated with problem gambling.

Despite this pledge, more than four years later, the proposed ban has not yet been implemented. In the absence of formal regulatory action, gambling advertising on TfL services has not only continued but has shown signs of increasing in frequency and reach.

Escalating ad spending amid policy uncertainty

Freedom of information requests submitted by The Guardian and other media outlets reveal that gambling companies ran more than 500 advertising campaigns on London’s transport network following Khan’s pledge. These campaigns reportedly cost a combined £4.6 million.

When considering Khan’s full tenure as mayor, including all three terms, gambling companies have spent over £7.5 million advertising on TfL services. This includes exposure across the Underground, Overground, Docklands Light Railway, Elizabeth line, trams and Victoria Coach Station, highlighting the widespread visibility of these campaigns throughout the capital.

The number of gambling advertising campaigns increased sharply in 2025, reaching 223, which is more than double the number recorded in the previous year. Officials attribute this surge to a stalemate between City Hall and Westminster over national gambling policy direction, which has left local authorities uncertain about taking unilateral action.

One high-profile example involved an advertising campaign by online casino 888, which was withdrawn after public criticism over its flippant tone. A spokesperson for the mayor stated:

“The government is looking at the best way to address harmful gambling, including understanding the impact of advertising and the mayor will consider what action he can take once that review is complete.”

Currently, there is no public indication that such a government review is formally underway.

Government guidance gap hinders TfL action

The Department for Digital, Culture, Media and Sport (DCMS) regularly collects evidence to inform gambling policy. However, there is no active project specifically examining the direct links between gambling advertising and harm.

This lack of government-backed evidence has reportedly made the mayor’s office cautious about imposing a unilateral ban. Officials are reportedly concerned that without central guidance, any attempt to restrict gambling advertisements could face legal challenges. By contrast, Khan’s earlier ban on junk food advertising faced fewer risks due to nationally agreed definitions of high fat, sugar and salt (HFSS) foods and extensive evidence regarding their health impacts.

In this context, the current hesitancy to act contrasts sharply with the clear language of Khan’s 2021 manifesto, which stated:

“I’ve already banned body-shaming advertisements and advertisements for foods high in fat, salt and sugar on the TfL network because of their impact on the health of Londoners.

Given the devastating way gambling addiction can destroy lives and families, I’ll instruct TfL to bring forward plans to extend the ban to harmful gambling advertisements on the network.”

Growing pressure from campaigners and local authorities

Advocacy groups have questioned whether City Hall truly requires further national guidance to act. Nick Harvey, a spokesperson for the Coalition to End Gambling Ads, said:

“Sadiq Khan must do the right thing and honour his 2021 pledge to end gambling ads on TfL.

It makes no sense to wait for national guidance; dozens of English councils have already banned gambling ads on their channels without legal challenges and every day of delay means more London families destroyed by gambling.”

To date, seven London councils have formally urged the mayor to proceed with a ban, reinforcing the local demand for decisive action. These councils argue that waiting for national instruction perpetuates avoidable harm, particularly for vulnerable communities in the capital.

Industry spending trends and voluntary measures

Gambling companies are estimated to spend around £2 billion annually on advertising in the UK. However, the Betting and Gaming Council (BGC) disputes this figure, asserting that total advertising expenditure is closer to £1 billion. Regardless of the exact figure, the scale of industry spending underscores the significant influence gambling operators maintain in public spaces and media channels.

In response to growing scrutiny, the industry introduced a voluntary “whistle-to-whistle” advertising code in 2019, which prohibits gambling ads from airing during live sports broadcasts before 9pm. Operators have also pledged that 20% of all gambling advertisements carry responsible gambling messages. While these measures indicate an effort to address public concerns, critics argue that voluntary codes are insufficient to prevent harm in the absence of formal restrictions, particularly in high-traffic public spaces such as TfL services.

A spokesperson for DCMS acknowledged ongoing concerns regarding gambling advertisements, stating:

“Recognises that more work needs to be done to ensure that gambling advertising does not lead to harmful gambling.”

Legal and social implications of continued advertising

The prolonged presence of gambling advertising on London’s transport network raises questions about the balance between commercial freedom and social responsibility. Critics argue that the visibility of gambling promotions in public spaces may normalize gambling behavior and increase the risk of addiction, particularly among younger and more vulnerable populations.

From a legal perspective, the delay in implementing a ban reflects the complexities of local authorities acting without clear national guidelines. Unilateral measures could be challenged in court, potentially creating lengthy and costly disputes for City Hall. Nonetheless, public and political pressure continues to mount for a resolution that prioritizes public health over commercial interests.

The path forward

The debate over gambling advertising on TfL services illustrates the tension between policy ambition and legal practicality. Mayor Sadiq Khan’s 2021 pledge signaled strong intent to address gambling harm, yet years later, practical and legal considerations have slowed progress.

Campaigners continue to emphasize the urgency of action, citing both public health concerns and precedents set by local authorities that have successfully implemented gambling advertising restrictions. Moving forward, clear evidence linking gambling advertising to harm, coupled with decisive local action, may be required to reconcile public expectation with legal prudence.

For Londoners, the outcome of this policy stalemate has tangible consequences. Each day of delay potentially exposes more individuals to harmful gambling content, underscoring the need for a measured but timely response from City Hall and central government.

Conclusion

The ongoing presence of gambling advertising on London’s transport network underscores a complex intersection of public health, legal caution and commercial interests. Despite Mayor Sadiq Khan’s 2021 pledge to ban such promotions, the absence of clear government guidance and concerns over potential legal challenges have left the promise unfulfilled, allowing gambling companies to maintain and even expand their visibility in the city. The surge in campaigns, coupled with mounting public concern, highlights the urgent need for decisive action.

While voluntary industry measures offer some mitigation, they fall short of providing comprehensive protection for vulnerable individuals. The legal and practical hurdles faced by City Hall reflect the broader national debate on gambling regulation, emphasizing the need for coordinated policy solutions that balance commercial freedom with public welfare.

Ultimately, the situation presents a critical moment for London. The city’s leadership has the opportunity to demonstrate a commitment to protecting residents from the social and financial harms of gambling addiction. Swift, evidence-based action could not only fulfill a longstanding manifesto pledge but also establish London as a model for responsible urban advertising policies, ensuring that public spaces serve the interests of health and well-being over commercial gain.

FAQs

What is the current status of the TfL gambling ad ban?
The ban has not yet been implemented and gambling ads continue to appear across TfL services.

Why has the ban been delayed?
Officials cite a lack of government guidance linking gambling advertising to harm, creating legal caution for local action.

How much have gambling companies spent on TfL ads since 2021?
They have spent nearly £5 million since the pledge was made.

Which gambling operators have run campaigns on TfL?
Numerous operators, including online casinos such as 888, have advertised on TfL services.

What voluntary measures exist to regulate gambling ads?
The industry introduced a “whistle-to-whistle” code and commits to responsible gambling messaging in 20% of ads.

Have local councils acted independently?
Yes, seven London councils have urged the mayor to implement a ban without waiting for national guidance.

Could a unilateral ban face legal challenges?
Yes, without central government guidance, City Hall risks potential legal disputes over a unilateral restriction.

What was the mayor’s 2021 manifesto pledge?
Khan promised to extend TfL’s ad ban to harmful gambling advertisements due to their devastating impact on families.

How does the current spending compare to the mayor’s full term?
Over all three terms, gambling companies have spent more than £7.5 million advertising on TfL services.

What is the broader public health concern?
Critics argue that visible gambling advertising may normalize gambling and increase addiction, particularly among vulnerable groups.