The announcement of an overhaul of the United Kingdom (UK) Gambling Act in 2020 was hailed as a chance to ensure that gambling regulation is 'fit for the digital age' [1]. The need for the update was underscored by research highlighting serious issues with online gambling marketing [2][3][4][5][6][7][8][9]. Unfortunately, the unveiling of the Gambling Act Review White Paper in April 2023 failed to offer much in the way of an update, lacking substantive interventions in online gambling marketing. This is at odds with the approach taken by neighbouring European countries, which are increasingly restricting gambling marketing [10,11].