Upcoming UK Elections Could Reshape the Gaming Industry Once Again

The Liberal Democrats have unveiled their latest manifesto, “For A Fair Deal,” — a 117-page document launched ahead of the July 4 general election. The manifesto presents a comprehensive vision for the UK, including a strong focus on reducing the harms of problem gambling through a series of reformative policies.

Tackling Problem Gambling

A major element of the manifesto is the introduction of a compulsory levy on betting companies to fund safer gambling initiatives.

• Funds would support research, prevention, and treatment programs for problem gambling.

• The party plans to introduce “effective” affordability checks targeted at individuals most at risk.

• A soft cap of £100 per month on gambling losses would be set, with higher spending requiring proof of affordability.

Stronger Oversight and Regulation

The Liberal Democrats also aim to strengthen the oversight of the gambling industry.

• Establishment of a gambling ombudsman to handle consumer complaints and ensure fair practices.

• Stricter restrictions on gambling advertising, including the abolition of free bets used as promotional incentives.

• Ending gambling sponsorships in sports to prevent the normalization of betting through athletic associations.

Combating Illegal Betting

In addition to regulating the legal market, the manifesto outlines plans to address illegal gambling.

• A crackdown on black market betting activities to reduce unregulated operations.

• Enhanced cooperation with law enforcement to track and shut down illegal betting rings.

• Promotion of a public health approach to gambling reform, balancing protection with responsible enjoyment.

Party representatives have reiterated their dedication to minimizing gambling-related harm.
Former MP Wera Hobhouse has championed the public health approach, emphasizing balanced affordability checks and sensible regulations that protect at-risk individuals without harming legitimate leisure venues such as the Bath racecourse.

As the Liberal Democrats, led by Ed Davey, enter the campaign trail polling around 10%, they position these policies as central to their promise of a fairer and safer society — one that addresses the social and financial harms of gambling while promoting responsible entertainment.