City Opens Consultation to Shape Policy

The Wolverhampton Council has launched a public consultation to help design its new Gambling Harm Reduction Strategy, part of a four-year plan addressing the growing social and public health impact of gambling.

Open until 20 March 2026, the consultation invites feedback from residents, including adults and young people, to guide the city’s response to rising rates of gambling harm tied to online betting, gaming platforms, and digital advertising.

The council reports that 5.3% of Wolverhampton’s population is currently at risk of gambling-related harm, while 1.2% show signs of active problem gambling. Despite this prevalence, just 70 people sought treatment through specialist provider Aquaris between 2019 and 2022.

Gambling as a Public Health Concern

Councillor Ahmed: “We Must Act Proactively”

Wolverhampton’s Cabinet Member for Health, Wellbeing and Community, Councillor Obaida Ahmed, said the strategy will prioritise community involvement and evidence-based prevention.

“Gambling harm is a real and growing issue that affects individuals, families, and communities across Wolverhampton,” Ahmed stated.
“With the rise in online gambling and highly targeted advertising, we must take proactive, evidence-led action to protect our residents.”

The Council is also seeking views on treating gambling harm as a public health issue, echoing broader national calls to recognise gambling addiction within the UK’s broader health and wellbeing agenda.

Consultation Seeks Voices of Adults and Youth

Separate Surveys Reflect Different Risks

Two distinct surveys — one for adults and one for under-18s — form the backbone of the consultation process. Adults are asked about their exposure to gambling advertising across television, radio, sports, social media, and public spaces.

Key adult survey questions include:

  • How often gambling ads are encountered.
  • Perceptions of gambling risks, from financial hardship to mental health.
  • Opinions on whether gambling should be viewed as a public health matter.

Children and young people are asked simpler, age-appropriate questions focusing on their understanding of gambling, perceived risks, and exposure to gambling education in schools.

This dual approach acknowledges that younger audiences are increasingly exposed to gambling promotion through online content and esports, often without fully understanding the risks involved.

Local Councils Demand More Powers

A Growing National Push for Reform

Wolverhampton’s initiative aligns with a wider national movement among local authorities calling for stronger powers over gambling advertising and venue licensing.

In April 2025, a coalition of 35 councillors and two mayors — including Greater Manchester Mayor Andy Burnham — wrote to senior Labour MPs Lisa Nandy and Angela Rayner, as well as Gambling Minister Baroness Twycross, urging reforms to reduce the centralisation of gambling oversight.

The group seeks the abolition of the “Aim to Permit” policy, which limits councils’ ability to block new gambling premises.

Other cities have since followed Wolverhampton’s lead:

  • Hackney joined the reform coalition in December 2025.
  • Bradford launched a local campaign addressing rising youth gambling issues.

Campaigners have also focused on restricting Adult Gaming Centres (AGCs), where slot-style machines are seen as particularly harmful to young and vulnerable players.

National Context and Next Steps

Wolverhampton’s consultation is expected to feed into a city-wide plan to run until 2030, establishing measurable goals around education, treatment accessibility, and advertising controls.

However, success will depend on coordination between local councils, the Gambling Commission, and the incoming leadership succeeding CEO Andrew Rhodes. Many observers believe the results of such initiatives could influence how Labour’s next wave of gambling policy evolves nationally.

Summary

Wolverhampton’s four-year Gambling Harm Reduction Strategy represents a growing grassroots response to gambling-related harm in the UK. By consulting directly with residents and framing the issue as a public health challenge, the council joins a wider movement demanding greater local authority and stronger protections for communities exposed to gambling risks both offline and online.