Regulatory Balance Across European Markets
Five industry executives recently outlined strategies for balancing stricter gambling advertising regulations with player routing to licensed operators across Europe. The discussion addresses regulatory pressures in markets including the United Kingdom and the Netherlands.Grainne Hurst, CEO of the Betting and Gaming Council, emphasized that advertising restrictions must remain proportionate and evidence-based. Regulated operators in the United Kingdom already display prominent safer gambling messaging, with BGC members allocating 20 percent of television, radio, and digital advertising budgets to player protection.
Hurst noted that licensed operator advertising spend is decreasing while unregulated companies expand their online presence. According to WARC research cited in the report, unregulated operators now account for nearly half of United Kingdom gambling advertising expenditure, a figure projected to exceed 50 percent within two years.
Hurst stated that excessive restrictions may drive consumers toward unregulated environments with weaker safeguards. "Keeping customers within the regulated system is what ultimately supports higher standards, stronger oversight and more effective consumer protection," she added.
Market Diversity and Player Safeguards
David Yatom Hay, general counsel at Soft2Bet, highlighted that European jurisdictions apply distinct regulatory frameworks, preventing a uniform market approach. Advertising limitations should prioritize minor protection, accurate messaging, and broader consumer safeguarding objectives. Yatom Hay identified player protection and harm prevention as primary regulatory goals, with consumer routing serving as a mechanism to keep users within systems that enforce established safeguards.The analysis also included perspectives from Andy Danson, head of media, entertainment and sport at Bird & Bird; Filip Knežević, president of the Association of Gambling Operators of Montenegro; and Michel Groothuizen, chairman of the Netherlands Gambling Authority. The special report was compiled by Focus Gaming News to examine how regulators can maintain high channelisation rates while implementing restricted advertising regimes.