Consultation on banning unlicensed gambling sponsorship launched

The Department for Culture, Media and Sport (DCMS) has opened a public consultation on proposals to ban gambling operators that are not licensed by the Gambling Commission from entering sponsorship or advertising agreements in Great Britain.

Published on 15 July 2026, the consultation responds to growing concerns about unregulated overseas operators gaining visibility in domestic markets—particularly professional football—despite technically blocking access to their services for British consumers. Under current legislation, businesses may partner with unlicensed operators provided those operators geo‑block their websites. However, DCMS notes that this barrier can be easily bypassed through virtual private networks (VPNs), undermining consumer protections and the integrity of the regulatory framework.

The government says the rise of unlicensed sponsorships over the past year has been driven by shifts in the advertising landscape, with football clubs increasingly targeted by offshore brands. Officials warn that these arrangements expose young people and vulnerable consumers to platforms that may lack adequate safeguards, dispute resolution routes, or anti‑fraud measures.

DCMS highlights three core objectives behind the proposed legislative change: strengthening consumer protection, ensuring that advertising space is reserved for operators subject to the Gambling Commission’s Licence Conditions and Codes of Practice, and reducing money‑laundering risks identified in the National Risk Assessment—particularly within football clubs and agent networks.

The consultation seeks views on introducing a full ban on unlicensed gambling sponsorships and advertising across all sectors, including sport. Stakeholders can respond online or via email until 11:59pm on 9 September 2026.