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WARC forecasts UK unregulated gambling ads could exceed regulated share by 2028

Regulation

WARC forecasts that unregulated gambling operators’ share of UK advertising spend could push the regulated market below 50% by 2028. Its estimates put total sector advertising investment, including sponsorship and affiliate marketing, at £2.2bn for October 2025 to September 2026, with about £1bn attributed to the unregulated market.

The forecast raises the prospect of unregulated operators taking a larger share of gambling advertising spend in the UK.

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