Liverpool adds weight to UK alliance against gambling adverts

Liverpool City Council has become one of the highest profile local authorities to join the growing Coalition to End Gambling Ads.

UK.- Liverpool City Council has joined a growing national alliance that’s campaigning to end gambling advertising in the UK. It’s the biggest city outside of London to add its weight to the Coalition to End Gambling Ads (CEGA).

There are now 16 local authorities aligned with CEGA, which was founded at the start of last year. Early members included the London boroughs of Barnet, Brent, Enfield, Hackney, Haringey and Lewisham, the coalition subsequently expanded and now counts Blackpool, Bristol, Devon, East Suffolk and Southampton among its members.

Many members have also called for local councils to be granted more powers to reject planning applications for retail gaming and betting premises. Organisations such as the Association of Directors of Public Health, the Royal Society for Public Health and the Faculty of Public Health, as well as charities, campaign groups and football clubs are also part of the coalition.

Liverpool’s decision to join CEGA

Liverpool City Council says the decision builds on its Reducing Gambling Harms Action Plan, introduced earlier this year. The policy outlines a citywide strategy focused on prevention, early intervention, improved access to support.

The council cited research suggesting that roughly one in six young adults in Liverpool are affected by gambling harm, with men and those facing financial hardship most at risk. It raised concerns that young people and disadvantaged groups are disproportionately impacted, and that advertising practices intensify these risks.

Liverpool has previously supported awareness campaigns, such as initiatives with Chapter One during the FIFA World Cup.

Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture, said: “Gambling harm has real and practical consequences. It can leave people struggling with debt, damage relationships, affect mental health and place huge pressure on families. Through our Reducing Gambling Harms Action Plan we’ve committed to preventing harm wherever we can, making support easier to access and creating healthier environments for our residents.

“Joining CEGA is an important part of that commitment. Gambling advertising is now everywhere, from TV and social media to sport and public spaces, and we know that constant exposure helps normalise gambling, particularly for children and young people. Liverpool is proud to join councils across the country in calling for stronger action to protect people from gambling-related harm.

Professor Matthew Ashton, Director of Public Health for Liverpool City Council, said: “Preventing gambling harm isn’t just about supporting people once problems develop, it’s about reducing the factors that increase risk in the first place.

“Our Action Plan takes a public health approach, bringing together partners across health, education, social care and the voluntary sector to improve prevention, raise awareness and strengthen support. “Joining CEGA allows Liverpool to play its part in a growing national movement calling for evidence-based changes to gambling advertising that will help create healthier communities.”