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The Committee of Advertising Practice, which is responsible for penning advertising codes in the UK, announced new rules aimed at protecting children under the age of 18 from content promoting gambling. The industry recruits staff to target VIPs and get them to spend more, to contact VIPs who have not gambled for some time and get them to restart gambling, to identify less serious gamblers who could become VIPs and get them to gamble more. Under the new rules, financial penalties paid by British gambling operators would be paid directly to the government’s accounts, rather than being directed to charities and research bodies. In July 2026, the UK changed how gambling penalties would be collected and allocated. The betting industry alone is reported to contribute £6 billion as of January 2010, 0.5% of GDP. Since 1 December 2014, the Gambling (Licensing and Advertising) Act changes the taxation of remote gambling from a ‘place of supply’ basis to a ‘point of consumption’ basis.