Majority of Brits See Gambling as Negative, Want More Regulation
Published:
Jan 14, 2026
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12:09 p.m.
ET
A major national public opinion report, Ending a Losing Streak, published in January 2026 by More in Common, in partnership with the Coalition to End Gambling Ads, uncovers widespread concern about gambling-related harm and strong public support for tougher regulation. Gambling is now viewed more negatively than positively by a clear majority of Britons, including many people who gamble themselves.
Together, the data paints a picture of a society reaching a tipping point, where gambling is increasingly seen widely as a growing public health issue with long-term consequences.
Findings from new UK Gambling Survey
Gambling’s Expanding Footprint and Public Backlash
Nearly two-thirds of Britons say gambling has a negative effect on society, while fewer than one in ten view it positively. Even among people who actively gamble, four in ten believe gambling causes more harm than good. Only a small minority (roughly 8%) want to see the gambling industry grow.
One in five people report that they or someone close to them has been affected by problem gambling, and that figure rises among households facing financial strain. Half of the public expects gambling-related harm to worsen in the coming years, and corrective courses of action are becoming an expectation, not just an ask.
Advertising is a major driver of concern. About two-thirds of Britons say they now see more gambling ads on television, online platforms and through sports sponsorships. Betting apparatus lines many high streets, gambling sponsors have become intertwined with professional sports and mobile access places a world of power at the fingertips of millions.
Children, Advertising and Loss of Trust
One of the strongest areas of consensus involves children. More than two-thirds of Britons believe under-18s should not be exposed to gambling advertising under any circumstances, regardless of political affiliation. Gambling promotion is being viewed as a gateway because early exposure normalizes behavior that can escalate later.
Only around one-third of the public says they trust the Gambling Commission to properly regulate the industry. Many believe that people struggling with addiction cannot simply self-regulate, and that profit incentives discourage gambling companies from intervening when issues arise.
This distrust appears tied to a belief that the industry lacks incentives to intervene when profits could be jeopardized. Messaging such as “when the fun stops, stop” is more performative than protective.
History of UK Gambling: A more mature market than U.S.
The UK gambling market is one of the most established and commercialized in the world. Long before widespread legalization in the United States, Britain normalized betting shops, online sportsbooks and mass advertising tied closely to professional sports.
This maturity has shaped public attitudes. While many Britons still view the National Lottery or betting at the races as harmless, mobile and online gambling are increasingly seen as dangerous. Digital platforms allow rapid, continuous wagering, often in private, making losses easier to hide and harder to interrupt.
The survey shows that Britons generally oppose blanket bans, but support stronger intervention for high-risk products. Nearly three-quarters favor tracking gambling losses to prevent unaffordable harm, and many believe online gambling should face greater barriers.
What America can learn from the UK about gambling addiction
The American gambling market is younger, but it is expanding quickly through mobile sportsbooks and online casinos. The UK’s experience shows America the consequences of accessibility and advertising outpacing protections.
One key takeaway is that gambling problems – financial instability, mental health challenges, family stress and addiction – affect more people than just the individual placing bets.
The UK findings suggest that reactive, instead of proactive measures, may be a costly mistake. Public sentiment can shift rapidly. And once trust is lost, rebuilding it is difficult.
Gambling Addiction treatment in the United States
As gambling products become more accessible in the U.S., the need for specialized treatment grows. Problem gambling is a behavioral health condition influenced by neurobiology, stress, financial pressure and exposure to betting environments.
Modern treatment approaches emphasize early intervention, evidence-based care and accessibility. Virtual treatment options now allow people to seek help without geographic or logistical barriers.
Birches Health provides specialized telehealth treatment for gambling addiction, designed to meet people where they are. Care is delivered by licensed clinicians trained specifically in gambling disorder, using proven therapeutic methods. By working with major insurance providers, Birches helps reduce or eliminate cost barriers for many individuals, making care accessible at a critical moment.
Because treatment is virtual, patients can engage in care without travel, time off work or disruption to daily responsibilities. This flexibility makes the difference between delaying help and getting support when it is most needed. If you or someone you care about is struggling with gambling, confidential help is available today.
Here’s how you can get started confidentially with Birches:
Call 833-483-3838
Email help@bircheshealth.com
