Liverpool City Council has joined a national coalition calling for tighter restrictions on gambling advertising as part of its wider strategy to reduce gambling-related harm. The move builds on the city's public health approach, focusing on prevention, awareness and improving access to support for those affected.
Liverpool City Council has announced its membership in the Coalition to End Gambling Ads (CEGA), a national alliance comprised of public health organizations, charities, campaign groups, and local authorities. This collaboration seeks stricter national regulations on gambling marketing across the United Kingdom. By joining this coalition, Liverpool aims to further its ongoing mission to mitigate the widespread social and personal damage caused by gambling. This new partnership reinforces the city’s proactive 'Reducing Gambling Harms' action plan, which was implemented earlier this year.
That initiative prioritizes early intervention, increased access to support services, and reducing the general public's exposure to gambling opportunities. According to local officials, statistics indicate that approximately one in six young adults in Liverpool experiences some form of harm directly related to gambling. The council emphasized that individuals facing financial disadvantage are at a significantly higher risk. These vulnerabilities are frequently linked to severe, long-term consequences, including debt, mental health struggles, relationship instability, homelessness, and negative interactions with the criminal justice system.
The coalition contends that the gambling industry spends approximately £2 billion annually on advertising that permeates television, social media, sports, and public spaces. They argue that this pervasive exposure, particularly toward children, effectively normalizes gambling behavior. Councilor Harry Doyle highlighted that this alliance is a critical component of the council's broader strategy to create healthier environments and ensure that support resources are more accessible to those who need them most.
