Liverpool City Council has joined the Coalition to End Gambling Ads (CEGA), becoming the largest city outside London to support the campaign.
The council’s membership marks a significant expansion of CEGA’s reach, adding one of England’s most prominent cities to an alliance already counting 16 local authorities among its members.
Liverpool’s decision builds on its Reducing Gambling Harms Action Plan, launched earlier this year, which outlines a citywide strategy to tackle gambling-related harm through prevention and early intervention.
Around one in six young adults in Liverpool experience gambling-related harm, with men and those facing financial disadvantage identified as being at greatest risk.
The council has highlighted how gambling can contribute to debt, poor mental health, relationship breakdown, homelessness and involvement with the criminal justice system.
Stigma surrounding problem gambling remains a serious barrier, frequently preventing those affected from seeking the help and support they need.
CEGA’s membership now spans 16 local authorities, including Blackpool, Bristol, Devon, East Suffolk and Southampton, alongside organisations like the Royal Society for Public Health and the Faculty of Public Health.
Will Prochaska, Director of CEGA, said: “Liverpool City Council is showing real leadership by recognising the harm gambling can cause and taking action to help prevent it.”
Prochaska added: “Together we can build the momentum needed to better protect children, young people and those most vulnerable to gambling harm.”
A council spokesperson stated: “Gambling advertising is now everywhere, from TV and social media to sport and public spaces, and we know that constant exposure helps normalise gambling, particularly for children and young people.”
Professor Matthew Ashton, Director of Public Health for Liverpool City Council, said: “Preventing gambling harm isn’t just about supporting people once problems develop, it’s about reducing the factors that increase risk in the first place.”
Professor Ashton further noted that joining CEGA allows Liverpool to participate in a national movement calling for evidence-based changes to gambling advertising policy.
The council’s membership also supports broader calls for local authorities to be granted greater powers to reject planning applications for retail gaming and betting premises.
