Joining the Coalition to End Gambling Ads

At YMCA Wirral, we see the impact of addiction every day.

Many of the people we support are living with complex experiences of homelessness, poverty, poor mental health and substance use. We know that addiction rarely exists in isolation, and that the factors affecting someone’s wellbeing can overlap and reinforce one another.

Gambling-related harm is another part of this story that deserves attention.

For some people, gambling can become a serious and damaging problem, affecting finances, relationships, mental health, housing and their ability to build a stable life. Importantly, gambling-related harm can also be difficult to see from the outside, making it a particularly hidden public health issue. The Government’s evidence review found that people experiencing harmful gambling are more likely to be unemployed, living in more deprived areas and experiencing poorer health and wellbeing.

Why this matters on the Wirral

This is particularly relevant to communities across the North of England. The Government’s review found that the North West and North East had the highest prevalence of people gambling at elevated risk in England. It also found that harmful gambling is more common among people living in more deprived areas, suggesting that gambling-related harm can contribute to existing health inequalities.

The issue is not only about adults who are already experiencing gambling problems. We are also increasingly concerned about the way gambling is becoming embedded in everyday life for children and young people.

Gambling is now highly accessible through phones, apps, online games and social media, while gambling advertising is particularly visible around sport. The Government’s review identified online gambling as more prevalent among people experiencing elevated-risk gambling, while CEGA highlights the increasingly pervasive, targeted and interactive nature of gambling marketing.

For a charity working with people facing disadvantage and complex needs, we believe it is important to recognise these wider influences on people’s financial and emotional wellbeing.

Why we have joined CEGA

YMCA Wirral has therefore joined the Coalition to End Gambling Ads (CEGA).

CEGA is a coalition of organisations campaigning for restrictions on gambling advertising, marketing and sponsorship. Its members include public health organisations such as the Royal Society for Public Health, the Association of Directors of Public Health and the Faculty of Public Health, alongside charities and organisations working directly with people affected by gambling harm.

CEGA argues that gambling advertising is not simply background noise: exposure to gambling marketing can influence attitudes towards gambling, intentions to gamble and gambling activity. It also highlights concerns about the impact of advertising on people who are already experiencing gambling difficulties or trying to recover from gambling harm.

The coalition is calling on the UK Government to respond to the evidence and introduce greater restrictions on gambling advertising. In 2026, CEGA is continuing its work to identify which forms of gambling advertising should be prioritised for restriction.

For YMCA Wirral, joining CEGA is part of recognising that preventing homelessness and supporting people to build stable lives means looking beyond accommodation alone.

Our residents deserve support that considers the whole picture: their health, finances, relationships, wellbeing and the wider environment in which they are trying to recover and move forward.

We will continue to learn more about gambling-related harm, raise awareness where appropriate and strengthen our ability to recognise and respond to it alongside the other complex challenges our residents may face.

Gambling harm should not remain hidden simply because it is harder to see.