Gambling Ads Continue Across London Transport Despite Pledge
Nearly four years after Sadiq Khan pledged to eliminate gambling advertising from London’s transport network, betting and casino brands remain highly visible across Tube stations, trains and platforms. Since the 2021 mayoral election, gambling firms have spent nearly £5 million promoting their services on Transport for London (TfL) assets, highlighting a growing gap between political promises and regulatory action.
Freedom of information data reveal that over 500 gambling campaigns have appeared on TfL since the pledge, generating approximately £4.6 million in revenue. Across Khan’s three terms, spending by gambling operators on the Underground, Overground, DLR, Elizabeth line, trams and Victoria Coach Station has exceeded £7.5 million.
Despite public criticism, the number of gambling ads is increasing. In 2025 alone, 223 campaigns were recorded, more than twice the previous year’s total. Some campaigns have drawn backlash, including a high-profile online casino promotion that was withdrawn following criticism of its messaging.
The delay in implementing a ban is largely due to a standoff between City Hall and Westminster. The mayor’s office has cited a lack of national guidance on gambling advertising and potential legal challenges, contrasting with earlier action on junk food ads, which relied on clear national definitions and robust health evidence.
Evidence linking gambling advertising to harm remains contested. While over one million UK residents are estimated to experience problem gambling, establishing a direct causal relationship between exposure and harm is complex, contributing to policy inaction. The Department for Digital, Culture, Media and Sport is not currently conducting a focused review on advertising impact, leaving City Hall waiting for guidance that may not come.
Pressure is mounting from councils and advocacy groups, with seven London boroughs formally urging a TfL ban. Some argue the mayor could act independently, noting that local authorities elsewhere in England have restricted gambling ads without legal obstacles.
Gambling advertising continues to thrive in London, with UK operators spending an estimated £1–2 billion annually. Although the industry has introduced voluntary measures, including pre-9pm limits on televised ads and safer gambling messaging, critics argue exposure remains high.
For now, TfL remains a lucrative and highly visible advertising platform. The persistence of gambling campaigns underscores the growing disparity between political commitments and reality, leaving the pledge to remove gambling advertising largely unfulfilled.
