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British actor Christopher Eccleston has lent his voice to the growing movement calling for an end to UK gambling advertisingmaking subtle nods to Doctor Who along the way.
The 61-year-old appears in a new public service short film called Stacking the Deck, produced by the Coalition to Stop Gambling Ads (CEGA), which urges the government to act, given the growing evidence, and impose tighter restrictions on the promotion of gambling.
Christopher Eccleston calls for crackdown on gambling ads
https://twitter.com/EndGamblingAds/status/2004512066657513803/
In the film, Eccleston sets out to examine the UK’s gambling laws and advertising culture, exploring how marketing tactics contribute to addiction. The project presents this investigation as a quest to create the ultimate anti-advertising.
The documentary presents testimonies from specialists and people directly affected by the harms of gambling, including activist Annie Ashton. Her husband committed suicide in 2021 after struggling with a hidden gambling addiction. Ashton says: “There’s no harsh message around the fact that this is actually a disorder and that it can also cause suicide. I mean, where is that message?”
Gambling ads designed “to attract a similar audience”
Later, the 28 Days Later actor speaks with Joe Wade, CEO of ethical advertising agency Don’t Panic, who explains how gambling brands deliberately use familiarity and relatability to attract audiences.
“There are either sportswomen, who are generally around football. It’s usually a white, working-class person running it,” Wade says, with Eccleston acknowledging that he “fits into that archetype himself.”
“It’s to appeal to a similar audience,” Wade adds.
Wade also contrasts this with more polished, high-profile gaming advertisements, often fronted by major celebrities such as Chris Rock. Eccleston responds dryly: “He needs money, he really needs money.” »
The 15-minute film ends with Eccleston performing his own deliberately constructed anti-advertisement, drawing on the familiar working-class image associated with the likes of Danny Dyer, Ray Winstone and Shaun Williamson.
Wade further explains that alcohol advertising is much more strictly regulated: “You can’t associate alcohol with sports, you can’t show that it makes you more sociable. It doesn’t make you more sexually attractive. You can’t show alcohol making you more successful or happier. Whereas with gambling ads, you’re allowed to insinuate all of those things.” It also notes that gambling advertisements are not intended to target people under the age of 25.
Christopher Eccleston is a really good guy. I’m glad he’s bringing attention to gambling advertising. The game is dangerous and addictive, but it is far too normalized. There’s a reason why Doctor Who fans still love Eccleston. https://t.co/Yz7wXyC1Wc
— That’s it "Duke Nuke" Glacial worm
(@AtomTents) December 27, 2025
The film ends with Eccleston urging viewers to contact their MPs and push them “to respond to the evidence and urgently start restricting gambling advertising”.
After the release of the anti-advertisement, fans praised the actor for addressing the issue with openness, conviction and clarity.
Featured image: Coalition to end gambling ads via X
The position Doctor Who star Christopher Eccleston leads anti-gambling campaign urging UK to restrict advertising appeared first on ReadWrite.
