Liverpool City Council has joined the Coalition to End Gambling Ads (CEGA), becoming the latest local authority to back calls for tighter restrictions on gambling advertising as part of its wider strategy to reduce gambling-related harm. The move follows the launch of the council’s Reducing Gambling Harms Action Plan earlier this year, which sets out measures to address the impact of gambling on local communities. By aligning with CEGA, Liverpool adds its voice to a growing number of councils and organizations advocating for a ban or significant curtailment of gambling advertisements across the United Kingdom.
The decision underscores a broader trend among local authorities in the UK to take a more active stance against gambling-related harm. Liverpool City Council’s action plan, introduced earlier in 2025, outlines a series of initiatives aimed at prevention, treatment, and enforcement. Joining CEGA is seen as a natural extension of these efforts, leveraging the coalition’s national campaign to push for legislative changes at the central government level. The coalition itself brings together councils, public health bodies, and advocacy groups united in their call for an end to gambling advertising, which they argue normalizes gambling and encourages participation, particularly among vulnerable populations.
Liverpool’s move is significant given the city’s history with gambling-related issues and its proactive public health approach. The council’s Reducing Gambling Harms Action Plan includes measures such as improved data sharing between agencies, enhanced support for those affected by gambling addiction, and stricter oversight of local gambling premises. By joining CEGA, Liverpool aims to amplify its message and coordinate with other authorities to create a unified front. The coalition has been gaining momentum, with several other councils already on board, and Liverpool’s membership adds weight to the call for a comprehensive review of gambling advertising regulations.
The implications for the gambling industry are notable. If the coalition’s efforts succeed, the UK could see a tightening of advertising rules similar to those already in place for other harmful products like tobacco and alcohol. The UK Gambling Commission and the government have already implemented some restrictions, such as the whistle-to-whistle ban on TV ads during live sports, but campaigners argue these measures are insufficient. Liverpool’s backing of CEGA could pressure the government to consider more sweeping changes, including a potential ban on all gambling advertising, sponsorship, and promotion. Such a move would have significant financial repercussions for operators, broadcasters, and sports organizations that rely on gambling revenue.
From a regulatory perspective, the development highlights the increasing role of local authorities in shaping gambling policy. While the UK Gambling Commission oversees licensing and enforcement at the national level, councils have their own powers to influence local gambling environments through licensing decisions and public health strategies. Liverpool’s action plan and its alliance with CEGA demonstrate how local governments are using these tools to address gambling harm proactively. This could set a precedent for other councils to follow, potentially leading to a patchwork of local restrictions that complicate the operating environment for gambling companies.
Industry stakeholders will be watching closely as the coalition’s campaign progresses. The gambling sector has argued that advertising is a legitimate form of marketing for a legal product and that existing regulations are adequate. However, the growing chorus of opposition from local authorities and public health experts suggests that the debate is far from settled. Liverpool’s involvement may also influence public opinion, as the city is a major cultural and economic hub with a strong voice in national discourse. The council’s decision to prioritize gambling harm reduction aligns with broader public health trends and could encourage other large cities to take similar stances.
In the coming months, the coalition is expected to ramp up its advocacy efforts, including lobbying MPs and engaging with the public. Liverpool City Council’s support provides a tangible example of local government commitment, which could be used to demonstrate widespread grassroots backing for advertising restrictions. The outcome of this campaign will depend on the government’s willingness to act, but with each new council joining CEGA, the pressure mounts. For now, the industry faces an uncertain regulatory landscape, with the potential for significant changes that could reshape how gambling products are marketed in the UK.