Liverpool City Council has joined the Coalition to End Gambling Ads (CEGA), becoming the largest city outside London to support the campaign. The alliance now includes 16 local authorities across the UK.
Expansion of the Coalition
CEGA was established at the beginning of last year. The coalition originally included London boroughs such as Barnet, Brent, Enfield, Hackney, Haringey, and Lewisham. It has since expanded to include Blackpool, Bristol, Devon, East Suffolk, and Southampton.
Members of the alliance are calling for local councils to gain greater authority to reject planning applications for retail gaming and betting premises. Other coalition members include the Association of Directors of Public Health, the Royal Society for Public Health, the Faculty of Public Health, various charities, campaign groups, and football clubs.
Local Action Plan
The council's decision aligns with the Reducing Gambling Harms Action Plan introduced earlier this year. This strategy focuses on prevention, early intervention, and improved access to support services. Council data indicates that approximately one in six young adults in Liverpool experiences gambling harm, with men and residents facing financial hardship identified as the most vulnerable groups.
Liverpool has previously supported awareness initiatives, including campaigns with Chapter One during the FIFA World Cup.
Councillor Harry Doyle, Cabinet Member for Health, Wellbeing and Culture, stated that gambling harm impacts debt levels, relationships, and mental health. He noted that constant advertising exposure normalizes gambling for children. Professor Matthew Ashton, Director of Public Health for Liverpool City Council, emphasized that the Action Plan adopts a public health approach to reduce risk factors before problems develop.