Can you believe that gambling adverts are still being discussed in 2025? For many, this debate seems to be never-ending, but why? The main reason is Ofcom, the regulator and competition authority for the UK communications industries, which sets out exactly how and when gambling adverts can appear. The guidelines set out by Ofcom stop stations from being flooded with promotions, but still allow for these ads to remain on the radio. Some listeners don’t mind, while others continue to have heated debates on whether it should be allowed.
The Rules from Ofcom
Since Ofcom hasn’t outright banned gambling adverts from stations in the country, you can still occasionally hear one or two over the radio. The regulator still has strict regulations around these ads. Have you noticed you typically only hear gambling advertisements in the late evening? That’s no accident. Broadcasters are made aware of the Ofcom regulations, which put out these times during the late evening when radios can play gambling ads between music programmes and talk shows.
Despite these gambling ads being such a hot topic, plenty of people still wonder whether online casinos (at least top online platforms) really need radio advertising in the first place. According to gambling expert Raymond van Wyk, players often choose these sites because they provide one-off bonuses, flexible promotions, and simple access from home compared to physical betting venues (source: https://www.aboutcookies.org.uk/). This competitive edge offers a powerful word-of-mouth system that does most of the heavy lifting. It begs the question: can radio airtime add the same amount of value? For the top gambling sites, it doesn’t seem so.
Listener Responses Across the UK
Listeners react in different ways. Some don’t think twice about hearing an advert between records at one in the morning. Others notice straight away, partly because the placements are so specific. By limiting the hours, broadcasters create a situation where adverts are clustered together. That makes them harder to ignore, even if the volume isn’t high.
Sponsorship and New Routes to Exposure
Casino brands have poured energy into sponsorships. Esports tournaments are the obvious example, and they’ve become a regular feature of the scene. Viewers get used to seeing logos plastered on streams, prize pools, and player jerseys. That kind of visibility is hard to match through the radio. Younger adults in particular spend their time online, so the radio doesn’t always reach them. Sponsorships offer reach and credibility at the same time, which is why they’re popular.
Radio’s Role as a Supporting Channel
That doesn’t mean radio has been dropped. It still plays a part for certain operators who want their name to stay familiar. A late-night slot might not drive new sign-ups in big numbers, but it’s a way to keep the brand in circulation. The approach is softer, less direct than esports sponsorships, but steady all the same.
Why Debate Persists in 2025
The debate doesn’t really disappear because radio feels different to online adverts. It’s shared, not private. A message goes out to everyone tuned in, not just a targeted group, through an algorithm. That makes people more aware when they hear a gambling promotion. As soon as Ofcom makes a new comment or adjusts the rules, the whole issue is raised again, keeping it in the headlines year after year.