The Guardian has announced that it will no longer carry advertising for gambling with immediate effect.
The new policy applies to all online ads on The Guardian’s platforms, as well as print ads in its newspapers. The ban includes all forms of gambling advertising, except for lottery ads.
The decision to ban gambling advertising was publicly announced by CEO Anna Bateson, who expressed concerns about the proliferation of 24/7 betting apps and the potential risks they pose.
Bateson highlighted the increased risk of gambling addiction and financial ruin associated with high-stakes gambling machines easily accessible on smartphones.
The Guardian has previously reported on the rise of gambling addiction, particularly in the UK and Australia, and the surge in gambling activities following the lifting of a federal ban in the US.
Bateson acknowledged that many readers are passionate sports fans who may occasionally engage in gambling, but the concern lies with the pervasive nature of retargeted digital advertisements that contribute to addictive behavior.
In response to the reporting by The Guardian and other news publishers, as well as a decline in public support for gambling advertisements, the UK government implemented a ban last year on gambling and betting companies using ads featuring footballers and reality TV stars.
Recently, Premier League clubs also agreed to ban gambling company sponsorships on club shirts from the 2026/2027 season.
This is not the first time The Guardian has refused to run ads on a specific topic. In 2020, it became the first major publisher to reject advertising from oil and gas companies.
The decision to ban gambling ads aligns with the publisher’s commitment to doing what is right for its readers.
Bateson explained that studies have shown a clear correlation between exposure to gambling advertising and increased intentions to engage in regular gambling. She emphasized the shifting public opinion on gambling ads, with surveys indicating majority support for a ban in the UK and Australia.
While the UK government’s proposed gambling reforms were deemed insufficient, Bateson sees this as the right time to reject gambling advertising on all Guardian platforms globally.
In April, the government’s white paper on gambling proposed a stake limit of £2 on online slot machines for the protection of young gamblers. While the white paper marked a significant regulatory shake-up in the sector, no new action was taken on advertising, disappointing campaigners.
The Guardian’s decision reflects its commitment to making similar choices for the betterment of society, as it previously did with oil and gas company advertising.