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Operators were also banned from incentivising customers based on losses, and reward programmes must be overseen by senior management. The code restricts any player under the age of 25 from taking part.
According to a GC report from 2025, the number of VIP customers in the market had dropped by 95% per operator since the strengthening of restrictions.
Kathryn covers bitesize breaking news with a primary focus on EMEA and US legislation. A proud North Walian, fluent Welsh speaker and lifelong Wrexham FC fan – long before Hollywood came calling.
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Sponsorships and advertising with sports teams was also flagged as according to the report, voluntary efforts had failed to reduce the industry’s exposure.
With int he report Dr Matt Gaskell MBE observed that “overall exposure (including shirts, hoardings, logos, sponsorship and related marketing) during live sports programmes does not show that self-regulation has reduced exposure meaningfully”.
Voluntary efforts have included Premier League football opting to ban front-of-shirt gambling sponsorships, as of the beginning of this current season. Although, branding remains on training kits, shirt sleeves and across stadium advertisements.
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While the new figures underline the sheer scale of Britain’s regulated market, leading operator Entain is pressing the government for tougher action against black-market platforms.
Entain highlighted that 11 of 20 Premier League clubs currently hold sponsorship or advertising arrangements with gambling operators lacking a Gambling Commission license—up from government estimates of eight clubs during the 2025/26 season.
“The government made clear in February that it would bring in a ban and it should do so immediately,” said Entain CEO Stella David, noting that clubs entering new agreements had already been warned. “Inconvenience is not an excuse for inaction.”
