UK's gambling crackdown backfires as illegal ads flood Pinterest and Google
Gambling advertising in the UK has seen major shifts in 2025, with stricter regulations and rising costs for licensed operators. While legal gambling ads continue to drop, unregulated offshore sites are flooding Pinterest with promotions—often targeting vulnerable users without age checks or safeguards.
Regulated gambling ads have been declining steadily since 2021. In 2025, they made up just 2.7% of total UK advertising spending, down from 3% the previous year. Meanwhile, spending on responsible gambling messaging has gone up.
The UK government has raised the Remote Gaming Duty from 21% to 40%, increasing costs for licensed operators. The Gambling Commission has also proposed a 30% hike in licensing fees. These changes aim to tighten oversight of the industry.
Yet, despite stricter rules for legal operators, illegal gambling sites are thriving online. Google Sites are promoting offshore gambling websites, many of which bypass age restrictions and consumer protections. This aggressive advertising leaves vulnerable users exposed to unregulated betting.
The gap between regulated and unregulated gambling advertising is widening. Legal operators face higher taxes and stricter controls, while illegal sites exploit loopholes to reach consumers. The government's measures aim to curb harm, but enforcement against offshore platforms remains a challenge.
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