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Liverpool City Council has committed to addressing gambling-related harm by joining a nationwide alliance aimed at ending gambling advertising. This coalition, known as the Coalition to End Gambling Ads (CEGA), consists of various local councils, public health bodies, charities, and campaigners dedicated to lessening the effects that gambling promotions have on communities. Liverpool’s membership in CEGA marks its latest effort to combat gambling harm across the city.
Earlier this year, Liverpool launched its Reducing Gambling Harms Action Plan, outlining a comprehensive strategy focused on early intervention, improving access to support services, and lowering residents’ exposure to gambling. The urgency of these measures is highlighted by the fact that roughly one in six young adults in Liverpool are affected by gambling-related harm, with men and economically disadvantaged people at the highest risk. The consequences of gambling problems extend beyond financial difficulties, often leading to poor mental health, broken relationships, homelessness, and potential interactions with the criminal justice system. Additionally, stigma frequently prevents individuals from seeking necessary help.
Gambling harm disproportionately impacts younger and vulnerable populations, a reality that Liverpool City Council is confronting by taking a firm stance against harmful advertising practices. The gambling industry invests approximately £2 billion annually in marketing, saturating television, social media, sports, and public spaces with messages that normalize gambling, thus reaching millions of people including children and teenagers. Liverpool has previously participated in awareness-raising initiatives, such as campaigns in collaboration with Chapter One around major sporting events like the FIFA World Cup, when gambling advertising often intensifies.
Council leaders emphasize the importance of this work. Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture, stated, “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.” He further noted that joining CEGA reflects Liverpool’s commitment to creating healthier environments and preventing gambling harm. Professor Matthew Ashton, Liverpool’s Director of Public Health, reinforced this perspective, explaining that the Action Plan uses a public health approach that combines efforts from health, education, social care, and voluntary sectors to enhance prevention and support, and that joining CEGA strengthens Liverpool’s role in the national push for evidence-based advertising reforms. Will Prochaska, Director of CEGA, praised the council’s leadership, adding that Liverpool’s involvement advances a collective movement focused on prioritizing public health over industry interests, especially to safeguard children, young people, and vulnerable groups.
Liverpool’s Reducing Gambling Harms Action Plan coordinates stakeholders from health, social care, education, criminal justice, and community sectors to deliver support, improve treatment, and address stigma related to gambling. Joining CEGA represents a key advancement in the Action Plan’s efforts to reduce harmful exposure through responsible licensing, advertising regulations, and public health advocacy. Currently, CEGA includes 16 local authorities along with prominent public health organizations and gambling harm charities united in demanding stricter controls on gambling advertising. Individuals concerned about their own or others’ gambling can find assistance via Liverpool’s local services, such as the NHS Northern Gambling Service
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