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Sheffield joins coalition to end harmful gambling advertising Sheffield City Council has joined a growing national movement calling for an end to gambling advertising by formally backing the Coalition to End Gambling Ads (CEGA). By signing up, Sheffield strengthens its stance against the widespread promotion of gambling and reinforces its commitment to tackling the real and lasting harms it causes. The city now stands alongside more than 45 organisations already fighting for change, including 14 other councils, the Faculty of Public Health, the Association of Directors of Public Health, Gambling with Lives and the Money and Mental Health Institute. Together,
they are adding weight to a campaign with a simple, urgent message: “Advertising gambling is harmful. Help us to end it.” In Sheffield alone, around 20,000 adults are estimated to need treatment or support for gambling harms which is a stark reminder of how deeply gambling can affect individuals, families and communities. Public support for action is strong. Polling by YouGov in 2021 showed: • 77% of adults and 66% of 11-17-year-olds support banning gambling adverts on TV or radio before 9pm. • 63% of adults and 53% of young people would back a total ban on gambling advertising.
Sheffield City Council is already taking local action. Its Advertising and Sponsorship Policy 2024 • 2026 bans advertising partnerships with gambling companies across all Council buildings and land and the city’s ten year Gambling Harms Prevention Strategy 2024 • 2034 sets out clear actions to reduce exposure to gambling products, recognising that the most vulnerable are at the greatest risk. One of its five strategic priorities is explicit: reducing exposure to gambling products by challenging the unfair distribution of gambling harms. Greg Fell, Director of Public Health for Sheffield says: “The gambling sec-
tor spends an estimated including a total ban.” £1.5 billion a year in the “Sheffield is a leading UK on advertising and city in the fight against marketing. The evidence gambling harm, and we is clear: exposure to welcome the Council into gambling ads influences this growing coalition, attitudes, increases the which now includes 15 likelihood of gambling, local authorities. People and pushes children and across the country are young people towards increasingly concerned seeing gambling as a about the scale of gamnormal part of life.” bling advertising, and by “That’s why our work here joining CEGA Sheffield is matters. We follow the evshowing its commitment idence, and the evidence to protecting the health shows just how harmful of its residents.” stated gambling is. Our strategies and action plans give Will Prochaska, Director us a clear, focused way to of the Coalition to End Gambling Ads (CEGA) take this on and protect CEGA, originally founded our residents. Advertisas the Coalition Against ing and sponsorship are Gambling Ads in 2021, major ways people are exposed to gambling, so strengthened its mission it’s no surprise the public in 2024 by adopting its overwhelmingly supports current name: the Coalistronger restrictions tion to End Gambling Ads.
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