UK Gambling Operators Face Tax Increase Over Rising Marketing Costs
Pressure is mounting on UK gambling operators as industry advertising expenditure reaches unprecedented levels. According to analytics firm WARC, gambling companies spent approximately £2 billion on marketing in 2024, covering bookmakers, online casinos, and slot operators across various channels including media, digital platforms, and affiliate networks.
Tax Revenue Concerns Spark Parliamentary Debate
The advertising figure has raised eyebrows among officials, who note it surpasses the £1.2 billion in tax revenue collected from online casinos during the same period. When digital advertising is included, total promotional spending could reach £2.5 billion, prompting calls for tax reform.
Industry Pushback and Job Security Warnings
The Betting and Gaming Council (BGC) has challenged WARC’s estimates, claiming actual advertising budgets remain below £1 billion, with roughly 20% allocated to responsible gambling initiatives. Industry representatives warn that tax increases could jeopardize 40,000 jobs across the sector.
Meanwhile, advocacy groups like the Coalition to End Gambling Ads argue operators can reduce marketing expenditure without impacting employment or customer returns. However, analysts caution that limiting legitimate advertising could inadvertently strengthen unregulated platforms that operate without restrictions and aggressively target players.
