While the existing evidence base does not show a causative link between gambling advertising and harm, it seems clear that advertising encourages participation in gambling and that this effect is more pronounced for children and those vulnerable to gambling harm. Though the White Paper’s proposals regarding direct marketing and promotional offers are welcome, the Government should have taken a more precautionary approach to gambling advertising in general—particularly to minimise children’s exposure. We do not consider that a complete ban on gambling advertising would be appropriate, but this still leaves scope for further regulation beyond that proposed by the Government.