Chris Evans MP on children seeing gambling adverts
My children, like many others, are into sports. They look up to these athletes as heroes, something many parents encourage. But when these role models appear alongside headlines like 'free £2 shop bet' or the logos of major bookmakers, it creates a troubling association.
We tend to think that advertising aimed at children must involve cartoons or toys. But sport transcends age and appeals to everyone. Even if the adverts did not feature the most prominent sports personalities, only symbols of the sport itself, it would still generate the same link and appeal.
I come from a family of bookmakers and have worked in the industry myself. I've always defended responsible, adult gambling. But there's a growing sense that we've gone too far. Gambling is now deeply embedded in sports culture, whether that is on radio, TV, in print, and online. Even live commentary can feel like thinly veiled gambling product placement.
It doesn't have to be this way. There was a time when tobacco advertising was just as deeply rooted, and we changed that. I believe we can do the same with gambling.
I've spoken in Parliament about this and will continue to campaign for stronger laws, particularly to protect children. When the Gambling Act 2005 was introduced, the Labour Government of the time could not possibly have foreseen the rise of technologies like the smartphone, which put the ability to gamble in people's pockets.
We need an independent regulator with real power to penalise companies that breach advertising rules, even shutting them down if that is what it takes.
I'm encouraged that the government has acknowledged this issue and is working with the gambling industry to raise advertising standards. I'm also pleased that the Department of Health and Social Care is collaborating with the Gambling Commission to develop a new, evidence-based model for safer gambling messaging, one that's independent of industry influence.
This is a positive first step, but more must be done. We need to reduce children's exposure to gambling advertising and break the growing, unhealthy ties between gambling and sport. I will keep pushing for reforms to make that happen.
Chris Evans is MP for Caerphilly.
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